New sightings in categories I’ve written about previously:
Edward Banatt (@ArmaVirumque) recently tweeted a photo of a verbified “plus” he’d seen in the wild:
The menu is from the fast-casual restaurant chain Chili’s, which uses “Plus Up Your Steak” throughout the franchise.
Commercial verbifying of “plus” began at least 70 years ago with Walt Disney; “plus up” has a specific, non-Chili’s meaning in governmental budget negotiations. Read more.
Camera company GoPro has been advertising its new Hero3 models. (I’d missed the Hero1 and Hero2, which may not have been promoted as aggressively.) The company’s tagline is “Be a Hero,” which is slightly awkward. (“I am a camera”?) Tip: Never use your product name generically.
The Einstein Noah Restaurant Group, maker of Noah’s bagels, exhorts customers to “Be the Office Hero”:
Also spotted: TradeHero, a stock-trading app; and the unrelated Screenhero, “an app that turns any Mac or PC into a completely collaborative environment,” according to a TechCrunch report.
Read more about “hero” worship in branding.
You know about Dumberer. Now there’s Smarterer: “over 900 crowdsourced assessments tests to help thousands of recruiters and job seekers around the world quantify any skill in minutes.”
More neo-comparatives here, here, here, here, and here.
I recently encountered the term “annoyvation,” one of whose definitions is “an innovation born of a small annoyance.” TicketZen fits into this category. As its home page puts it, “Parking tickets suck. Paying them doesn’t have to.” (Good idea, fuzzy syntax, what with those confusing -ings.)
For more on the Zen of brand naming, see my Pinterest board and “Zen and the Art of Startup Naming” in Bloomberg Businessweek, in which I’m quoted.
Jessica wrote in her Beauty Marks blog about Samplicio.us (“Simply Better Surveys”). Mr. Verb wrote about “the hilariously named” Englicious, which “aims to be a complete online resource for teaching English grammar in UK secondary schools.” And scientist/educator Marc D. Hauser’s new book about human cruelty is called Evilicious.
More -licious names here (and follow the link in that post for still more -liciousness).
Last week I received an email from Democrats.org with the gratuitously syllabified “com•pro•mise (v.)” in the subject line.
And yet in both the featured quote and the call to action “compromise” is a noun.
Read more about dictionary definitions in advertising and branding in my Visual Thesaurus column “Branding by Definition.”
"Annoyvation"? Or is it "an oy-vey-tion"?
Posted by: Jessica | October 17, 2013 at 05:52 AM
Re: Be the Office Hero
The confusing thing for me here is that "hero," in some US dialects, means "submarine sandwich," and this is what I originally thought of when I saw the word "hero" combined with bread -- before I realized these were bagels.
On the awful "annoyvation": God please make it stop. Will this portmantrend ever die out?
On "plus up": why do people think using bureaucratic political jargon makes something fun and appealing?
Posted by: Rawley | October 20, 2013 at 02:22 AM