Another shout out to those who don’t think names matter or at least don’t matter much. To wit: the difference between (the generic) “interrupt” and the (coined) “manterrupt” is mammoth. As is the difference between “explaining” and “mansplaining.” These two neologisms provide compelling evidence – once again – of the power of names.
- They take complex subjects and distill them to their essence. In a single word they carry the load of weighty and emotional social issues.
- They are evocative, provocative and image laden.
- They are attention-getting, conversation-starting and memorable.
Not a news cycle goes by without a name being invented to refer to a celebrity couple, a social issue, a criminal, a sports hero. It is human nature to label.
With enlightened self-interest, Uppercase humbly recommends that every marketer ought to actively identify their products’ features, attributes and benefits, and give them names to refresh, renew and re-energize their brands.
However, we do not recommend “bigly."