New words for ‘trendy’ communicators

Being a good communicator today requires a constant update on the most “trendy” and fashion words of the moment. Either it is a cool communicator or it is not. The communicator of the 21st century must behave like a real coolhunter of words. Be vigilant, capture those new terms finished in “ing” that generate the brands or the street and know how to use them in a timely manner to convince customers and the audience. The communicator who does not use at least five new invented words, preferably in English, in his speech or stories, has the days counted. There will always be another more skilled in the art of casting them in their arguments. Communicators and brands seek, then, to splash their speeches on these words in. Like or may not be the key to the success of a campaign. Why talk about “fake news” when they are already better known as fake news? This is a new wrapper for an old concept. But the current proposal of brands is to go beyond and, from the merger of two terms, create neologisms for new concepts and marketing strategies. Examples of these neologisms are transbranding, blanding or anartists. Transbranding is composed of the prefix trans (move to the other side) and branding, whereby brands support or promote other brands generating greater visibility for both. The blanding arises from branding, which refers to positioning the brand in the market, and bland (bland) that consists of the brand going unnoticed and integrating into the environment, taking advantage of the pull of the big brands. And anartists is the curious fusion of “artists” and “ana”, of anarchists. The current audience already speaks the same language: from the millennials, to the centenials or generation Z – born with the turn of the century – and to the midlifers – people who are in their fifties and have been incorporated without problems to the use of new technologies and social networks. None of them are shocked to hear any of those new words. Creativity with language is welcome. Who gives more? Or better, who’s next?
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