Cut and shut copy 14 August 2009
“Twas brillig, and the slithy toves
Did gyre and gimble in the wabe;”
The truly weird portmanteau words of Lewis Carroll’s Jabberwocky once created a strange new world. Something odd and interesting came about from splicing and dicing words and putting them back together in an altogether different order. But what happens when people create pseudo portmanteau names for products? Some very odd things, as a recent article about green brand names in the US shows.
The article highlights just how shoehorning two concepts together can be an uncomfortable fit. They don’t so much roll off the tongue as drop, rock like from the mouth. They’re memorable for the wrong reasons. These are names that sit uneasily alongside a brand rather than enhancing it. Citrasolv anyone? It’s case of – if the words don’t fit, just squeeze ‘em on until they do. Whatever the effect on the brand. Nothing frabjous about that.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
