Are Hip and Trendy Company Names Worth It?
Over 1,000 words are added to the online edition of the Oxford English Dictionary each year. Can some be morphed into a brand?
The English language is one of the most diverse and complex languages spoken around the world. It is also one of the most prevalent. In fact, according to linguistic scholars, English is currently the second most popular mother tongue globally, with an estimated 350-400 million native speakers. As equally important is the fact that over a quarter of the world’s population can understand the language and have at least a rudimentary competence in its use. Between 1 1/2 and 2 billion people write, speak, and/or understand English.
Why are these statistics vital? First, because English is so predominant worldwide, many companies choose English words, or a variation of such words, as their monikers. Not only does this give companies a name that is widely understood and ideally embraced, but it also provides a common bond among potential customers located all around the globe.
The vocabulary capacity of the average native English user is said to be between 12,000 and 15,000 words. The typical brain simply cannot hold much more than that. Of course, there are exceptions to every rule, but statistics across the board agree on a standard measure. Compare that figure with the number of English words and their variations, and you will find an immense discrepancy. Although an exact number would be impossible to calculate, the figure is estimated to be well over one million.
What does this have to do with choosing a brand name for your company? There are two main points of consideration. First, the naming options available for your selection are immense. It would be quite a task to weed through each word in order to come up with something new and fresh. Fortunately, you don’t have to. Brandroot painstakingly searches out the best names and catalogs them on our site. We have the names, descriptions, and logos for a vast variety of names. In other words, we have done the footwork for you. All you have to do is choose.
The second point is likely more important. It can be easy to think that all the good brand names have already been taken. This is where the real power of the English language comes into play. Words are not static beings that exist in the same form for eternity. As society progresses, so does its language. Words are constantly being modified or invented altogether in response to a societal or commercial need. Ideally, you will tap into those emerging words and choose one that captures the spirit of contemporary society and gives you a leg up on the old, bland monikers of the competition.
In an article entitled “Language Quiz: Are you Fleek,” Wilson Andrew and Josh Katz provided an interesting commentary on today’s use of language. They quoted Jack Grieve, a linguist at Aston University in England, who calls these word modernizers “lexical innovators.” Interestingly enough, he found that the greatest number of innovators was found in specific geographical and demographic areas. For women, a large majority of lexical innovators were young black women in the south region of the United States. For men, Grieve found the highest prevalence in young white men in the west and north.
Companies with a finger on the pulse of society can often tap into that creativity and develop a name that is hip, fresh, and unique. Sometimes these names are developed from slang words, and other times they are invented altogether. The only thing they all have in common is that they intentionally step away from the common and instead walk head-first into the unknown. It is in that space that brilliance can be discovered.
Over 1,000 words are added to the online edition of the Oxford English Dictionary each year. Among recent additions are:
- Yolo – meaning “You only live once.”
- Rekt – signifying someone who just got humiliated
- Bae – a description for something terrific or amazing
- Boolin – meaning “relaxing.”
- Fleek – meaning “perfect.”
- Chillax – a combination of “chill” and “relax.”
- Screenager – a combo of “screen” and “teenager” used to signify a technologically adept youth.
- Totes – meaning “totally.”
Interestingly, some of the country’s biggest companies have entire departments tasked with keeping current on new or modified words. Olive Garden, for example, has started using the word “bae” as part of their “You can’t spell breadsticks without Bae” marketing campaign. Similarly, Pizza Hut has recently tweeted “Bacon Stuffed Crust. Bae-con Stuffed Crust.”
Other popular companies have also tried to capitalize on the emerging lingo. IHop has been one of the most aggressive companies, recently tweeting lines like “Pancakes on fleek”, “Pancakes or your basic”, and “Pancakes. Errybody got time fo’ dat.” The most successful companies in the world are the ones that understand the vital importance of innovation and progress. People want to be involved with things that are fresh and new. Your business name can give them that opportunity.
Many of Brandroot’s names fall under the category of modified or invented. That is why we are sure that you will be able to find what you are looking for. Whether you are looking for a “mimetic,” a word that uses an alternate spelling of an existing word; a “neologism,” an entirely new made-up word; or a “port manteaux,” a name made by combining two or more words, our marketplace has the name that is right for you.
