The Power of Nomenclature
The 'right' name is important. Parents spend a lot of time finding the right name for their children. The children then have to live with the consequences of their parents decisions. I often do feel sorry for the kids of famous people after hearing the names that their parents 'created' for them.
Brands also spend a lot of time, money and sometimes creativity to find the right name. It is important as it influences awareness, aspirational as well as brand values. The results are sometimes tragic, especially in the age of globalization. One of many examples is the Irish liqueur 'Irish Mist'. In German 'Mist' means 'dung', 'garbage' 
But the power of nomenclature strikes elsewhere as well, in words that we see and use daily without thinking about the real meaning. One example that struck me today is the 'Value Added Tax'. The value added tax, expressed in a percentage of the price of a product, is a major source of state income. It makes products more expensive for the consumer, but most certainly doesn't add value to them. The nomenclature is manipulating the consumer in a very subtle way. It is also interesting to note that in Germany the value added tax is 7% for dog food and 19% for baby food, but that is a different story.
There must be many more examples of subtle manipulation like this. Thinking about and analyzing the words, especially the descriptive terms, we use can be quite enlightening.
But the power of nomenclature strikes elsewhere as well, in words that we see and use daily without thinking about the real meaning. One example that struck me today is the 'Value Added Tax'. The value added tax, expressed in a percentage of the price of a product, is a major source of state income. It makes products more expensive for the consumer, but most certainly doesn't add value to them. The nomenclature is manipulating the consumer in a very subtle way. It is also interesting to note that in Germany the value added tax is 7% for dog food and 19% for baby food, but that is a different story.
There must be many more examples of subtle manipulation like this. Thinking about and analyzing the words, especially the descriptive terms, we use can be quite enlightening.