Unilingual names v/s Multilingual names

In yet another interesting aside from what you see on most naming blogs, my friend Brandnama has done a nice little post on Tamil brand names, which got me thinking about the unique merits of one particular brand name in that list: Kutcheribuzz.

What is Kutcheribuzz? Why do I think it's a smarter name than all the other brand names in the list? Why didn't they call it Kutcherikadai or Kutcheripet or something else that's all Tamil, like the other brand names on the list? Perhaps because the guys at Kutcheribuzz know a thing or two about coining inventive brand names.

What I like about Kutcheribuzz is that it appeals to and registers faster with an audience much wider than the core segment it is addressing. The smart thing about Kutcheribuzz is that it talks to Tamil and non-Tamil speakers while continuing to retain the ethnic charm contained in the term for its core offering, Kutcheris.

Kutcheribuzz's core audience might well be people who speak and understand Tamil, but in a sea of Tamil names it's biligual nature is a smart, memorable way to stand out. In addition (actually, because of) to the bilingual soundness of the name, Kutcheribuzz throws up a host of memorable sounds that make it much easier to recall. (Sounds like 'tch', the 'k' and the 'zz' to name the most important three.)

Now go back and take another look at that list. Then, forget about it. A few days down the line, try and recall a name from the list. There's a very good chance that the name you will remember is Kutcheribuzz. Lessons for brand creators: In a world where languages are increasingly borrowing from one and other, it makes sense to explore the greater possibilities that lie in opting for mixed language names.