Brand names can make a snack sound filling before you’ve tasted it. David Sidhu, assistant professor at Carleton University, offers clues to what you might be hearing in a name, useful if you’re choosing one yourself.

Imagine choosing a potato chip for a friend who prefers heavier food. Would Gobo or Tiki sound like the better fit? Around 600 people faced choices like these, and their expectations give you a reason to reconsider what a product name is doing.

Easy pronunciation is one consideration. But David points to another preference you can test by saying two made-up words aloud: binoca and canoba. The difference involves what your mouth does as you speak. Which one has the advantage?

Topics: brand names, sound symbolism, snack names, business naming, pronunciation

GUEST: David Sidhu | classilabs.ca 

Originally aired on 2026-10-29

Brand names can make a snack sound filling before you&rsquo;ve tasted it. David Sidhu, assistant professor at Carleton University, offers clues to what you might be hearing in a name, useful if you&rsquo;re choosing one yourself.
Imagine choosing a potato chip for a friend who prefers heavier food. Would Gobo or Tiki sound like the better fit? Around 600 people faced choices like these, and their expectations give you a reason to reconsider what a product name is doing.
Easy pronunciation is one consideration. But David points to another preference you can test by saying two made-up words aloud: binoca and canoba. The difference involves what your mouth does as you speak. Which one has the advantage?
Topics: brand names, sound symbolism, snack names, business naming, pronunciation
GUEST: David Sidhu |<a href="http://classilabs.ca"> classilabs.ca</a>&nbsp;
Originally aired on&nbsp;2026-10-29

Shane Hewitt & The Nightshift is your late-night companion for real talk, bold ideas, and unfiltered conversations that matter. Hosted by Canadian radio veteran Shane Hewitt, each episode dives into the headlines, human stories, and hidden truths shaping our world—always with curiosity, compassion, and a sharp edge.

From politics and pop culture to mental health, technology, and everyday life, this podcast is where night owls, deep thinkers, and curious minds come to connect. Featuring expert guests, passionate callers, and Shane’s signature style—thoughtful, fearless, and refreshingly real.

If you crave meaningful dialogue, smart perspectives, and late-night radio energy in podcast form, subscribe now and join The Nightshift.

Shane Hewitt &amp; The Nightshift is your late-night companion for real talk, bold ideas, and unfiltered conversations that matter. Hosted by Canadian radio veteran Shane Hewitt, each episode dives into the headlines, human stories, and hidden truths shaping our world&mdash;always with curiosity, compassion, and a sharp edge.
From politics and pop culture to mental health, technology, and everyday life, this podcast is where night owls, deep thinkers, and curious minds come to connect. Featuring expert guests, passionate callers, and Shane&rsquo;s signature style&mdash;thoughtful, fearless, and refreshingly real.
If you crave meaningful dialogue, smart perspectives, and late-night radio energy in podcast form, subscribe now and join The Nightshift.

Shane Hewitt and The Nightshift

Shane Hewitt is known for his engaging and relatable on-air personality, which captivates listeners. His ability to blend insightful commentary with humour and empathy creates a genuine connection with listeners.  Shane Hewitt and the Night Shift provides relatable content, informative discussions and expert insights – along with a balance of anecdotes and entertainment.

Shane Hewitt is known for his engaging and relatable on-air personality, which captivates listeners. His ability to blend insightful commentary with humour and empathy creates a genuine connection with listeners.  Shane Hewitt and the Night Shift provides relatable content, informative discussions and expert insights – along with a balance of anecdotes and entertainment.