Brexit strategy – use caution when creating new words

From Brangelina to Brexit, combining two words can help simplify and amplify your message. E.g. “Were you for or against Brexit?”

Marketers do it too. But a word of caution, if you create a new word, be careful to fully vet it. Many “new” words already exist in the Urban Dictionary with unexpected definitions.

A couple of years ago, I created a digital ad campaign for a bank using new words I created to reinforce the bank’s key benefits. E.g. “Quelpful” was created by combining “quick” + “helpful”. Click here to see more examples.

But searches revealed that some words like “smokal” (small + local) already existed. “Smokal” I discovered, meant “smoke local” in certain parts of Colorado to urge customers to buy their legal pot from local vendors.

Another word I created, “quimble” (quick + nimble) has several interesting meanings in the Urban Dictionary. None of which I dare to elaborate on here. Click here to see “quimble” definitions.

But of course, the best ones are funny. To see more like BEERBOARDING and the examples below, visit: deMilked

CHIPTEASE – when you buy a bag of potato chips thinking it will be full, but turns out it’s mostly air.

DESTINESIA – when you get to the basement and forget why you were going there.

TEXTPECTATION – the anticipation felt when waiting for a response to a text.

CELLFISH – someone who continues talking on their phone so as to be rude or inconsiderate of other people.

NONVERSATION – a completely worthless conversation; small talk.

Using newly created words can be fresh and impactful in your marketing messages. Just be sure to “vetinize” (vet and scrutinize) them.