In Defense of Alliteration

This article claims the main reason for Coca-Cola's success is the alliteration in its name. But for some reason it hasn't been cool to use it for a long time in the industry. I guess that's because it's associated with nursery rhymes, which is what he gets to at the end of the article. Anyways, check it out...

http://adage.com/columns/article?article_id=130403