Posted 29 January 2020
Every time we hear a name, we make assumptions – about people, companies and brands. Indeed, for countless generations humankind has been preoccupied with names – we label everything. And indeed despite no one wanting to be put into any sort of particular box, we naturally invent new boxes to put ourselves in to regardless. Words have a proven psychological effect – even on a base level, certain letters (k,t,z etc) when pronounced phonetically sound angular and jagged, whereas others (l,m,n etc) have more of a feeling of roundness and smoothness. In the case of whisky, brand names, bottler names and even distillery names all can be judged by both their allure as a word, but perhaps more practically, we can see impacts in terms of their desirability. Shakespeare was quite right to ask what’s in a name – names are important.