Alliteration appears randomly in only 1 out of 26 two-word phrases, but 3 out of 4 culturally memorable phrases use repetitive sounds

The statistical case for alliteration in naming and copywriting is overwhelming: naturally occurring alliteration appears in only 1 in 26 phrase combinations, yet 3 out of every 4 phrases that stick in cultural memory use repetitive sounds. This is why naming with alliteration dramatically improves memorability.