What is Ablaut Reduplication?

You might not recognise the name, but you’ve definitely used it.

Ablaut reduplication is when a repeated word or sound changes its vowel in a specific order, typically I-A-O. It’s why we say:

• Tick-tock, not tock-tick

• Mish-mash, not mash-mish

• Flip-flop, not flop-flip

There’s no official grammar rule that forces this, but native speakers naturally follow it. It’s built into the rhythm of English in a way that just feels right.

This isn’t about rhyme. It’s about vowel order. And once you notice it, you’ll see it everywhere.

Why Does It Work?

There’s something satisfying about how ablaut reduplication sounds. It works because:

• It flows. The progression from I to A to O mimics a rise and fall in pitch that our ears enjoy.

• It sticks. Our brains love patterns, and this one is easy to remember.

• It feels playful. These word pairs are often used in informal, catchy, or fun contexts, making them great for storytelling or branding.

It’s not just clever. It’s instinctive. We don’t learn it formally, but we all follow it.

How Can You Use It?

This quirky language pattern isn’t just a curiosity. It’s a useful tool for anyone who works with words.

Brand Naming

Some of the most memorable brand names use it:

• Tic Tac

• KitKat

• Hip Hop

That rhythmic, repeating structure makes them easier to recall and more fun to say.

Marketing and Messaging

Whether you’re writing headlines, taglines, or product names, ablaut reduplication adds punch and personality:

• “No fuss, no muss”

• “From ping to pong”

• “Not just a zig-zag, but a whole new direction”

Everyday Communication

It’s also great for making everyday language feel more expressive:

• “A bit wishy-washy”

• “She gave me the old ding-dong routine”

• “Total flip-flop decision”

Used well, it can make your message feel more human, more relatable, and more memorable.

In Summary

Ablaut reduplication is one of those hidden rules of English that shapes how we speak without us even realising. It’s simple, it’s rhythmic, and it works. Especially when you want your words to stick.

Whether you’re naming something, writing a strapline, or just adding a little flair, this pattern is a clever way to get attention without trying too hard.