I can't tell you how to pronounce it, but I will tell you the 'Lochinch' butterfly bush (pictured here with pink Cistus 'Victor Reiter') is one of my favorite Buddlejas for the garden. Its light blue-gray foliage is a wonderful foil for almost any other color—burgundy Berberis, purple Limonium, white 'Iceberg' rose, orange poppies or Gaillardia—the list goes on.
So, too, do the fragrant blooms, which begin in late May and don't quit until December if I deadhead consistently. It's a vigorous plant: even when cut back hard over winter, it will hit 10 to 12 feet of new growth in a single season. The habit is fairly upright, which makes achieving a vase shape easy if space is limited. And, of course, it attracts butterflies, hummingbirds, bees and other pollinators in droves. (The pale lavender flowers are particularly stunning with yellow swallowtails alighting on them.)
'Lochinch' has performed equally well for me in a part-sun border in loam soil next to an irrigated lawn, and as a solo specimen in a full-sun, full-clay xeriscape. Really, my only complaint is that the leaves are so heavily felted that pruning them can trigger an allergy attack in seconds. Other than that, 'Lochinch' is a standout in any perennial landscape—no matter how you say it.
UPDATE 6/16/09: Don't you love it when the wildlife enters on cue?