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Easter, which this year falls on April 20, is an important religious holiday for millions of Christians. It's also a major candy holiday, now second only to Halloween in the United States. But there's more to Easter candy than sugar and food dye: there's also some fascinating linguistic and brand history.
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In February, Nokia announced a new hybrid device called Nokia X. No, the name is not a generic placeholder until something catchier comes along. It's the official name of the phone. Mysterious and austere, simple yet highly symbolic, the name is representative of a dominant branding trend of our era. In nearly every category of commerce, X marks the spot.
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During Hollywood movie-awards season — which culminates this year on March 2 with the Academy Awards show — honors are handed out for acting, editing, visual effects, music, makeup, and costumes. One category, however, has never had a chance to shine: the often creative, sometimes wacky names of film production companies.
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Here's a riddle for you: How is clothing similar to a bomb that doesn't detonate or a seed that doesn't sprout? No, the answer is not "They're all useless." (Sorry, nudists.) Rather, they all share a single label: duds.
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How to choose the most important brand names of a year? Some lists emphasize companies' value, others sales volume, and still others ad spending. I look for brands that are newly prominent or notable in the last year. Then I factor in the brand names' linguistic significance and the degree to which they represent naming trends or breakthroughs.
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It's being called a once-in-an-eternity event: the convergence this week of the American holiday of Thanksgiving with the first day of the Jewish holiday of Hanukkah. Thanksgiving plus Hanukkah equals opportunity for marketers and wordsmiths alike, for whom the brand-new holiday dubbed "Thanksgivukkah" is a bonanza of merchandising... and wordplay.
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On May 29, 1953, the New Zealander Edmund Hillary and the Nepali Sherpa Tenzing Norgay became the first humans to reach the summit of Mount Everest, the world's highest mountain. Today we find the word "sherpa" far from its original range: in job descriptions and mobile apps, in government jargon and corporate trademarks, in aircraft names and fashion lingo.
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April 18, 2014
