5 letter branding

Phil Hosken, chairman of the Trevithick Society, tells me that, when it comes to branding, a five letter word is important. Some companies go to great lengths to create a suitable five letter word for their corporations and trademarks. It's not universal but once you start the five letter word game, it's difficult to stop.


Says Phil, "One sees companies like Toyota and Panasonic choosing prestige names such as Lexus and Lumix for their top of the range models. Think of made-up names like Yaris. Notice the Austin 7 cars weren't called Chapmans (or Colins come to that!). What happened to Turners? Have you noticed a change in emphasis from Chrysler to Dodge for imports from Daimler-Chrysler? General Motors, which wavered about using the acronym GM, is now solidly known as GM (Gee-em). Same with BLMC. A whole host of names from Wolseley to Nuffield Tractors filtered down to Em-Gee Rover."

Consequently, Phil chose the name Be-Tec for his zero carbon emissions engine design.

I hadn't heard this before but reckon he's onto something. Having set myself and Anarchadia as brands - okay so I'm in the process of setting them up - I don't really want to re-brand myself so soon.

What sounds better? Bob Blackman or Bob Black?

Bob Blackman and Anarchadia will just have to be the exceptions that prove Phil's rule.