Why are we called Capuchin – and how do you pronounce it?
Well, we still don’t know how it’s pronounced, but we can tell you where the name’s from.
/’kapjʊtʃɪn/
a friar belonging to a branch of the Franciscan order that observes a strict rule drawn up in 1529.
a cloak and hood formerly worn by women.
a South American monkey with a cap of hair on the head which has the appearance of a cowl.
(Oxford English Dictionary)
Monkey Brain
Our decisions are largely driven by the ‘monkey brain’, and capuchins are popular in psych studies. Also, brands are more memorable when they are real things.
Power in the ‘Kuh’
We also know from research that brand names are better remembered if they are easily visuable and emotional, and if they have a ‘kuh’ sound.
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