| Double
'o' Syndrome
By: Thomas Jenkins
Have you noticed how many of the Internet's
most successful companies contain two 'o's in their name.
These include: Google, Yahoo, Webaloo and even Microsoft,
to name but a few. And those that don't have 2 O's contain
at least one, hotmail, Nintendo and yes, even JKomp. This
article aims to answer the question why? And how much of the
double 'o' companies' success can be attributed to this odd
choice of vowel content.
I believe one reason for using 2 O's is for the sake of spelling
when someone says yahoo it is immediately obvious how it is
spelt. Repeated letters in a name also help with typing ease.
Making sure your customer gets your name right is very important,
especially on the Internet, a typo can aid your competitors.
So Why 2 O's? Why not three or even four? The double o is
easy to pronounce and is perhaps the most memorable and distinct
vowel sound possible. It is distinct but soft, helping to
soften the sound of the business name, reducing the hard 'g'
sounds in Google and complementing the soft consonants of
yahoo. A long ooooooo sound is soft and relaxing, while a
long eeee sound creates anxiety and clearly a long iii or
uu would not flow. So onto the question of why 2 O's not 3
or 4.
It is also partly due to balance, in marketing it is important
to achieve balance, the name Google is balance. Each g is
attached to three other letters. The name Yahoo is also balanced
about the h, with two letters either side, the first creating
an ascending sound and then a descending sound. To have Gooogle
or Yahooo would be excessive and would destroy the balance,
it would also serve to create ambiguity about the spelling,
'is it 2o's or 3?' Furthermore, 3 or more O's together become
blurred and instantly reduced the brand recognition factor.
It is, however, important to note that both Google and Yahoo
register the excess 'o' versions of their domains, in case
people put in tooooo many.
So double o syndrome helps marketability, creating: ease of
spelling and typing input, a more friendly company name, better
brand recognition and balance. Little wonder O's are taking
over the world! NOTE: When you are lOOking for a marketable
name always consider the double 'o' but remember it will not
automatically provide a quality product or service, which
will ultimately determine the success of your business.
About the Author:
Visit Thomas Jenkins at JKomp.com. |
