Names not only reflect the cultural zeitgeist -- they can also affect it.
In their first Catchwords of the Year matrix, the brand naming specialists at Oakland-based Catchword have compiled their list of names and terms that defined the year (for better or worse), and plotted them graphically: good names and bad names against good phenoms and bad phenoms.
According to Catchword partner Laurel Sutton, a bad name won't sink a great idea. (Witness Kinect). And a good name can take a bad idea quite a ways. (Witness Four Loko or the Tea Party). But a bad name for a bad idea?
"That only adds insult to injury," says Sutton. "Unless, of course, you like the idea of TSA employees exploring your 'crotchal area.' "
CATCHWORDS OF 2010 from Catchword.com
The Double-Down
Eyjafjallajoekull
Top Kill
Crotchal Area
Double-Dip Congressman John Boehner
Refudiate
Four Loko
Hoarders
Auto-Tune Bieberize
Gleek
Tea Party
WikiLeaks
The Situation
Kinect Silly Bandz
PPACA
iPad
Inception
Lady Gaga
Jeggings
COCO Groupon
Droid
-- Marketwire
