How nonsense words can build $1B+ brands

Uniqueness can be more important than meaning…

A brand neologism is a made-up word that a business uses to make itself stand out. 

Here are few well-known examples: 

• Starbucks Frappuccino = "Frappe" + "Cappuccino" 

• Apple MacBook =  "Macintosh" + "notebook"

• Häagen-Dazs = A complete nonsense word that was created to sound “Scandinavian”

Brand neologisms can help make you stand out by: 

• Making something old seem new

• Making something ordinary seem unique

• Making something common seem exclusive

If you’re launching a new product, brand neologisms can be especially helpful because they help you pique curiosity, grab more attention, and lodge your product in people’s minds. 

They’re particularly important for businesses working in crowded or commoditized markets, where it’s difficult to create a meaningful difference that customers care about. 

Why does this matter?

Because the primary function of marketing isn’t to be clever (or even creative). 

It’s to make memories in people’s minds so that when they’re ready to buy what it is you sell, they think of and buy from you.

Until next time,
Jen

PS. Tomorrow I’m holding a 90-minute Skill Session.

It’s called “6 Psychological Mental Models to 2x Marketing Effectiveness (so Sales and Profit 2x, Too).”

It’s just $49 and you get lifetime access to the recording and materials (so if you can’t make the day and time, you’ll still get all the value from the Skill Session).

👉 Get the details and register here