“Vanillacide” Defined

From the book “Shoot the Puppy: A Survival Guide to the Curious Jargon of Modern Life“, by linguist Tony Thorne, Head of the Language Centre at Kings College London:

Vanillacide

Meaning: how radical concepts are destroyed by too much consultation

I first heard this bizword when I shared a microphone recently with a Californian, Steve Manning. The occasion was a BBC radio discussion of the ongoing craze for re-branding companies, something Steve, boss of the US naming agency, Igor (as in the doctor’s assistant in Mel Brooks’ Young Frankenstein), is an expert on.
Vanillacide is an updated version of the old notions of death-by-committee, or the death-of-a-thousand-cuts by which new and creative proposals are diluted and diluted until they become universally acceptable – and wholly unoriginal.
Agencies like Igor pitch new names to companies looking for a change of image. In Steve’s own words, ‘The best way to get 100 people to sign off on a name is to come up with something that has no meaning and offends no one – the surest pathway to vanillacide.’
This example of what used to be called a ‘portmanteau word’, known to linguists as a ‘blend’, is formed by bolting together the suffix of ‘suicide’ (if you think of it as self-destruction) or ‘homicide’ (if you think it’s a crime) and the slang use of ‘vanilla’ meaning insipid, conformist or harmless, which probably began with the gay and feminist movements in the late 1970s.
It’s not only progressives such as Steve Manning who perceive a general tendency in global corporate capitalism towards a deadening uniformity. Insider ironists now refer to ‘blanding’ and ‘blandwidth’. Timid, over-systematised decision-makers are accused scornfully of ‘blanding out’.
Doubts about conformism coincide with growing doubts about the value of using focus groups to test new names, products or services. There is, however, a trick for getting round the play-safe herd instinct displayed by committees or focus groups: it’s sometimes referred to as ‘wild-carding’ and consists of giving your client a list containing your favoured suggestions, plus at least a couple of ultra-radical, even crazy solutions.
In rejecting the most extreme, they are likely to ‘compromise’ on something that is still fairly daring. It might not work for everyone, but the Californian corrective to vanillacide is to junk consensus-seeking and embrace go-with-the-gut antimethodology, or, to use another trendy biz-term, ‘corporate voodoo’.

How To Create Names Like Facebook, Instagram & Snapchat

Instagram and Snapchat are identical constructions. Each simply substitutes new words from an accepted utility name: Instant Message. Insta & Snap are synonyms for Instant, and Gram & Chat are substitutes for Message.

Since Instant Message is already a universally adopted name, you know that Instagram and Snapchat will be accepted as well. If what you’re naming doesn’t map to a two-word generic, break it down into one first.

You can do this by re-purposing an unrelated, well-known compound word, as in Apple’s Wi-Fi base station being called “Airport” – a port accessed through the air. It’s easy to remember and readily embraced because everyone knows the word Airport already.

Proposing a name like Airport to a committee will be met with immediate pushback such as, “Everyone hates the experience of an airport” or, “Last time I was there they cancelled my flight, I had to sleep on the floor and I missed my child’s birthday” or “The first thing I think of is stress, long lines and bad service”- as if any of this will make the name less successful, which of course it doesn’t.

As soon as the name Airport is applied to a Wi-Fi device the primary definition disappears, your audience puts the clever double meaning together in their heads in an “aha!” moment, and they smile at the warmth & humanity you’ve brought to the game. Airport contains all of the ingredients of an unforgettable, best of breed name.

Because this simple concept is inherently difficult for bureaucracies, names like Airport are rare indeed – but they do happen.

Lost at sea – The most common mistake in brand naming

The most common mistake in naming is choosing a name that gets lost in the sea of competitive sound alikes. We’ve cobbled together a list of clothing brand names that contain the word “Bay”, with a few “Harbor” names thrown in for spice.
This mistake is easily avoided by creating a Competitive Taxonomy prior to naming:

Aqua Bay
Back Bay
Baja Bay
Banana Bay
Bantry Bay
Bay City
Bay Reef
Bay Trading
Beach Bay
Bermuda Bay
Bikini Bay
Billion Bay
Bimini Bay
Blackwater Bay
Blubay
Brittany Bay
Buckley Bay
Buffalo Bay
Burk’s Bay
Capstan Bay
Chileno Bay
Coral Bay
Eastbay
Eccobay
Emerald Bay
English Bay
Falcon Bay
Ginger Bay
Hampton Bay
Harbor Bay
Highland Bay
Inner Harbor
Jamaica Bay
Kahuna Bay
Kips Bay
Kylani Bay
Latigo Bay
Lawton Harbor
Lunada Bay
Madison Bay
Mango Bay
Marino Bay
Mission Bay
Misty Harbor
Monterey Bay
Moonlight Bay
Orca Bay
Paradise Bay
Parrot Bay
Peppermint Bay
Peregrine Bay
Sag Harbor
Solar Bay
South Bay
St. John’s Bay
Sterling Bay
SunBay
Thornton Bay
Thunder Bay
Union Bay
Victoria Bay
Willow Bay
Yucatan Bay

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