The “P” in Panaya is a Plosive – Deep Thoughts on B2B ERP Marketing

by | November 2, 2015

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The “P” in Panaya is a Plosive – Deep Thoughts on B2B ERP Marketing

Ever wonder why certain brand names are unforgettable? Coca-Cola, Kellogg’s, Pioneer, and Panaya stick on your tongue like peanut butter. Why?

The Smooth Sounds of Panaya!
The Smooth Sounds of Panaya!

Plosives are letters of the alphabet that force you to pause while saying it. The plosive letters are B, C, D, K, P and T. They’re the opposite of the French “eau”.

Brand names and slogans that begin with plosive letters are easier to remember. We like to pause with the first syllable – but flow with the rest. Panaya is a great example – the brand name begins with a plosive P and continues with a smooth tasting “anaya”.

Don’t Overload on Plosives

When it comes to plosive overload, law firms are the worst offenders. They often have too many names (and egos) in their brand names. Imagine the fictional law firm “Peters, Karen, Davis, Broadstreet and Timmons.” It sounds like singer Tom Waits stomping on his tongue!

As a fan of Bossa Nova, I love listening to the relaxing vowels of Brazilian music. Astrud Gilberto’s “The Girl From Ipanema” and Jobim’s “Aguas de Marco” gently brush my ears. While brand names should begin (and sometimes end with) plosives, slogans work best with few plosives.


You want your readers to sing your slogan like a French folksong! Your slogan should be easy to say – as few movements in the mouth as possible. Like a good Merlot.

ERP Plosives

ERP brands tend to end, and not begin, on plosive letters. Think of ERP, EHP, SAP and Scope. They all end on the “dominant letter P.” You start off easy and end up in a tough spot. I’m sure a lot of application directors and CIOs can identify with that. That’s the challenge of ERP – to start out strong and end on an smooth note (hint, hint – Panaya).

High Tech Baby Names

High tech company brands often sound like “baby talk”. YouTube, Facebook, Twitter – and so many others that you can think of – sound like a baby’s first words. Can’t argue with success! High tech companies hide their inherent complexity with simplicity. Oracle is a great example. How many people around the world know what an “oracle” is? Raise your hand if you studied Greek Mythology in high school. I see a few hands up. The rest of you are Googling it.

What does Oracle have to do with complex databases and ERP systems?

It doesn’t matter.


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