Why Samsung’s name for its personal assistant may twist quite a few tongues

Washington Post reporter Hayley Tsukayama interviews linguists and branding experts about the name of Samsung’s new personal assistant, Bixby. While the name is short and unique, it may pose difficulties for speakers of languages other than English – including Korean! (Samsung is a Korean company.) Bonus: quotes from Laurel Sutton, ANS Information Officer:

Bixby can also be a good brand for Samsung because it doesn’t have many preexisting associations with it, said Laurel Sutton, co-founder of the naming firm Catchword, linguist and information officer for the American Name Society.