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.

  1. They take complex subjects and distill them to their essence.  In a single word they carry the load of weighty and emotional social issues.
  2. They are evocative, provocative and image laden.
  3. 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."