Related to this topic is the famous kiki / bouba study, where certain word pronunciations are found to naturally sound "sharper" or "rounder."

see http://en.wikipedia.org/wiki/Bouba/kiki_effect

You can watch Ramachandran explain this and much more of his research into synaesthesia and the brain in this excellent talk: [http://video.google.com/videoplay?docid=-4684607596399338611]

I thought this was common knowledge? The sounds are similar to other sounds made by sharp, light, heavy, dull, etc. objects based on our universe's physics...

Problem with correlation vs. causation -

"The researchers also tested a vowel sound that is generally associated with negative meaning (e.g., the "yoo" sound in the word "putrid")"

That company in Mountain View had a tough time overcoming their negative sounding name.

Sorry, your brand is what you make it.