When Should You Use Your Own Language

September 30, 2009 · Comments

7up logo When you use another company’s or person’s branding or their phrasing or their tag line, you’re immediately making your thoughts and ideas a subproduct of that other brand. If I write a blog post called “The Tipping Point of Professional Baseball,” then I’ve invoked Malcolm Gladwell. If I write about “Purple Cows Make Better Hamburgers,” I’m lighting up Seth Godin’s branding. Now, while this isn’t bad or wrong, it does push your idea into their frame.

Marketers do this all the time. They use the current reigning champ’s language and write counterpoint to it. Lesser brands draft off the bigger brands’ positioning. We take (whether consciously or not) from the value of what we’re doing when we phrase it in other people’s language.

And yet (and this is a big “and yet”), there’s something lovely about when phrases and words catch on. I love that people are using terms like trust agents in the wild. I love that people talk about workshifting (client) as a verb that makes sense to them. When we talk about things like the tipping point and purple cows, it’s a shared language.

So now what? My thought: there’s a time to use the term we all understand and there’s a time where your words should be free of other people’s “logos.” Understanding when might be a mix for you. What do you think about it?

photo credit kevin dooley

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  • mattkelly
    Chris, my take it that much of using the language of the champ is part of the process of finding an authentic voice. It is a stage that needs to be pushed through and moved past and is a natural evolutionary step. Where the problem occurs is when a brand or a person does not make it through this step and does not develop an authentic voice.

    Using words like trust agents is a way to reinforce a common language of a tribe.
  • You hit the nail on the head Matt.
    How do I follow you on twitter? I'm @ajpape
  • mattkelly
    At Twitter I am momentumpfc
  • Matt, you have a point about this being part of the process. If you start a brand with its own original language, people are not going to understand what you're talking about. But if you give them a frame of reference - for example, "email is when it absolutely positively has to get there in seconds" - then the customers can better understand the concept.
  • carlamarieciampa
    You know what I love? When the shared language connects people. You know you've invoked it when you hear "oh ya" and heads nod. Whether it's a borrowed ladder up or not. There's so much labeling of who or what is "different" in this world, it's nice when we can all opt in on a common theme. All kinds of pop culture does that for us - not just advertising.

    In my daily life I'm constantly saying to someone, some version of "Crunch All You Want, We'll Make More." It's a silly little reminder that good things are abundant and you can always create more.
  • Chris

    Very interesting! Agree, when you're trying to get into the race, drafting off an established meme like Purple Cows, Tipping Point, and Trust Agents, can be a great short cut. But at some point, if you want to become a brand in and of yourself, you need to stop RT'ing others and create a language that is yours.

    That's a really important distinction that many fail to understand, especially folks in the knowledge creation world.
    @TomMartin
  • fabulousphotogifts
    Hi Chris

    It's OK when everyone is 'in on the gag' so to speak and 'knows' what you're on about or to what you refer.

    Otherwise, it's just a personal joke or worse a turn-off because they (your customers/visitors) haven't got the faintest what you're on about.

    Very dangerous I'd say.

    Jonathan.
    P.S - No idea about Purple Cows - I suppose I'll have to go and Google it now.
  • jtpedersen
    Hi Jonathan,

    You're right. Fortunately when writing, as with a blog, you have the luxury of using links to help provide the explanation. It's like using an acronym. The first time you use TGIF (Thank God It's Friday), you need to make sure the explanation is right there in parentheses.

    Fortunately, links let us (if we wish) bypass use of parentheses while adding value to our readers (we've saved them the trip to the dictionary, physical or digital.

    JT Pedersen
  • Very interesting. I also agree with Tom's comment.

    If a marketer is being completely original then sometimes they may have no choice but to use their own language to express their idea - using others people’s language or brand would hold back what they are trying to achieve.

    That was my first thought anyway.

    @robertpickstone
  • fabulousphotogifts
    Purple Cow: "In his book Purple Cow: Transform Your Business by Being Remarkable, Seth Godin says that the key to success is to find a way to stand out--to be the purple cow in a field of monochrome Holsteins. Godin himself may be the best example of how this theory works:"

    Enlightened! Heading back for a better read.

    Jonathan.
  • I agree. There's a balance and everyone gets to decide the balance for themselves. There's language that goes beyond a company's logo or tag line, because it turns into every day terms used by many. This doesn't mean its ok to play off of a company's logo or tag line, because the essential goal of branding is to educate and inform consumers about your unique brand. Using "play on" language will lead customers to associate your brand with another popular brand. I think it just takes away from the unique aspect of a brand and language associated with a company or individual. The best thing to do is stay away from other logos and tag lines and create your OWN language that sets you apart. Thanks Chris.
  • mattkelly makes a good point that we must first cycle through the universal language before we tune into our unique voice.

    I've found myself being an imposter as I work through the evolutionary process. . .
  • Great topic and not something that's overly discussed. My first thought is why wouldn't you want to associate yourself to a successful person, especially when you're first starting out. Sharing the language helps to get you involved in the conversation and allows you to reach out, but once you've established yourself, I think it would be a good idea to start to step away without alienating yourself from the base of contacts you've created.
  • jasonstoddard
    Double entendre, meta-meta response (in the words of another (Andrew Bird's "Nomencalture")) http://blip.fm/~e4cyn (audio)

    Hope you appreciate, sir. Lyrics come in meaning, thousandfold :-)
  • remarkablogger
    I'll use your term "gatejumpers" here, because I like it and it works: gatejumpers are more likely to naturally invent their own language.
  • johnribbler
    Chris,

    You have finely articulated something that should be obvious. Although most companies have always been imitators and followers, the culture of the web endorses the idea of "sharing frames" as you put it.

    Companies with unlimited financial resources can pay to maintain their frames and build communities. Companies that rely on guile, no matter how original, are compelled (and advised) to play the linking/networking game which is all about pushing yourself into other people's frames and getting them to push back.

    I am not referring to tag lines and ideas, as you have focused on, but your article begs the broader question.

    John Ribbler @ribblog
  • How about be transparent and credit the source. I take care to reference your ideas on trust although building trust using social media is part of my daily vocabulary. I do the same for Seth Godin when I use his ideas to make clear points.
  • drafting off of other brands, words, or does help connect your emerging idea with those that have gone before you. Could use it to stand on the shoulders of giants (ok maybe not always giants).
  • edrushman
    Part of the decision could take into account the shared language of the audience, rather than mine, because my own language is a mix of multiple groups. Tipping Point is well known to some, but not all, but it is also a term that makes sense right away, while Purple Cows needs some explanation. I also consider the purpose of the borrowed logo, and whether it came from a competitor or a perpendicular source. "Competing on Analytics" I like to avoid because it is overused and under-understood, which is another factor. Great seeing you last night at Chapman, by the way, thanks!
    @EdRushman
  • Chris--

    The posts thus far hit your points from all sides and in my view show the diverse opinions that this topic engenders. Personally, I feel that using language/terms created by others is fine. But, the path can have pitfalls for brands trying to create their own voice while not wanting to support a competitor.

    While tangetal, I'm sure that the XYZ Copier company doesn't like people asking them how well their machines xerox things. Yet, xerox is the term many now use to describe the copying process in general.

    As a result, XYZ may use the term at times to be relevant yet is also supporting a competitor in the process. Brands using "Just Do It," "Tipping Point," etc. may suffer the same fate of benefit and downside. In my opinion - if a brand can borrow equity/language to create relevance and understanding - and is not in the competitive space of the originator - I think there are no issues.
  • Chris -

    An interesting case of this is when the goal is to encourage and reinforce new behaviors.

    My value to clients is helping spread new behaviors in their organizations, so in many cases it helps to have new language as a reminder. When someone says "I have a request" or "Can I give you an assessment?" the listener gets reminded that "oh yeah, I have some agreed-upon ways I can react to this that will help us both."

    The trick is to make the language new enough that it triggers that "oh yeah" reminder moment, but not so obscure that people feel completely dorky and resistant to doing it.

    Awesome seeing you last night in SoCal!
    Come see us again soon,
    A.J.
  • Sharon Hearty
    I think referencing and using language used by leaders and leading brands (credited) is a spring board or platform that delivers 'trust', if we use this stuff honestly it can only help us create something 'unique to ourselves' - I think this is natural evolution and taking inspiration from leaders is our 'food'. Thought provoking post.
  • jrep
    The initial use is typically intended to shock, to draw attention, and being unfamiliar is key there. So at that point, there's no need to be generally known--quite the opposite.

    If you have an underlying concept and contribution to make (and all Chris's examples do, I think), then the shock-term becomes a subculture-defining meme, drawing people into the in crowd with its remaining shock value, capturing and naming a cherished notion for the cognoscenti. This, too, is good. If you don't actually have anything to say, though, then it's all pointless and counterproductive.

    Eventually, when people start using the term without participating in the meme, such terms can become meaningless. To the extent that there originally was an actual, useful thought, this is tragic, and should be resisted. If there was an original thought, abuse should be resisted by calling the abuser to task, reminding the reader of the thought, and rejecting the meaningless usage.

    All of those things are social phenomena, not corporate or even classic marketing. The social society has a tool of great power, the legitimate creation of new terms, that's hard to exercise in a classic corporate/marketing arena, due to the corporate self-interest constraints.
  • I have to share another term you use that has become one of my favs is "social capital". The idea of getting and hoping to give value to other businesses by what you read and comment on people's blogs. Only after reading Trust Agents and coming across this blog have I found the ways to consolidate and really make sure I am adding value. Using that "backtype" thing and this disqus, I can see my comments and even though it's not good to think, "Oh I could have said this or that", but it isn't a waste of time to sort of grade your writing and work on improvement. On some people's blogs, comments can be a dime a dozen, but after learning all I've learned about social media - I don't want mine to be.

    I agree with mattkelly about "finding your voice". It reminded me of this great podcast I heard awhile back from the series "A Virtual Perception". Darlene Victoria had a guest, Saskia Shakin, who said: "When you find your voice" she said "that's when people will listen." - And I will add onto that and say people will listen and when your message is effective and really taken in, you will hear it back. Whether it be in everyday conversation or reading it out there in "the wild". :)
  • Isn't this all really about web presence, and link-baiting online? Mentions of reputable brands bring attention and engagement from online users BUT doesn't equal authenticity and value.

    I mean, there was a time when Chris Brogan himself has said to tap into the "Google Trends Page" for a new audience (http://www.chrisbrogan.com/40-ways-to-deliver-k...), isn't this in itself NOT using your own language??
  • Josh is right. However, I think before you can add value or "made up words" to any language, you must first speak it fluently.
  • Yes, I like that analogy Amber :)
  • So much for my idea to start Blogs R Us. :)

    One problem with tying yourself to someone else's brand is that if the main brand suffers, you get pulled down along with it. Years ago, a football player proudly referred to himself as Michael Jackson - until the musician was accused of child molestation. In a similar vein, I know of a transportation company that uses "A-Rod" in its business name.

    Sometimes I wonder why sports teams are so willing to sell sponsorships. Yes, I know why - because they want the sponsorship money - but you have to pause and wonder when your sports stadium has Enron's name on it, and I'm sure that some Manchester United fans take pause every time they see AIG's name on the Man U jerseys.

    Now if you'll pardon me, it's lunchtime and I have to head out to Crust Agents Pizza. (I'm kidding...I think)
  • I just laughed out loud. Crust Agents. That's PERFECT!
  • I can't agree more.
  • Chris - I've worked with many clients who are very attached to using an industry segment's buzz words/memes as a way to seem "in the know" and, when companies are trying to create differentiation from a big, powerful brand they may need to reference the familiar in order to define their difference. The common terminology connects people and makes new entrants to a market seem part of the in crowd. That said, I do think that an authentic and unique voice helps build brand over the long term--if you have something interesting to say that is!
  • Indy
    Couldn't tell you the last time I called a Kleenex a tissue or a BandAid a bandage. Or a sticky pad a PostIt note, or Jello gelatin.
  • kmcneill
    Saw a LIC Plate the other day that said "UCLA NOT" -- It was on a red BMW no less. I thought that was really stupid on the part of this obvious USC grad. It's like downplaying Coke when you're Pepsi. Why advertise for your competitor?
  • sytaylor
    Why is it, you get me thinking so....

    Hive mind much? A guy at work asked me if I was about to leverage and information curve with a new product support model. I said "no, I'm trying to get the company to speak in English". Of course I'm not... but there is something about having a simple and punchy logo that humanises and helps you relate to a company.

    Surely that trust is key to you ever buying anything from them?
  • chris - i think when you quote someone else, use another company's phrasing, not matter why, you rob people (customers, audiences, publics) of your unique voice. and if you haven't found that voice just yet, that means you need to keep working at it instead of taking the easy road out by quoting someone else.
  • So true, Chris. I often have clients and friends reply to me with what I hijacked from others...such as "saddle up" or "howdy". The language is the brand, and that is what the current excitement around the "social" or "human" business is all about.

    In Seattle two days ago, I told Shannon Paul I wanted her in my "army." Touche!
  • my challenge is to do the opposite, to take insider language and translate it into human.
  • Chris,

    Thanks for posting this....you make a good point and have inspired some good comments here. I think there are some niche markets that can benefit from your concepts and information.

    @patrickantrim
  • Provocative post, I know that I use other's taglines, concepts, and contexts to short-hand my delivery of ideas. I never really considered the risk in that style. Godin, Ferris, Collins, Gladwell, Tappscot are some of my favorites for this purpose, its likely I too often assume the other side of the conversation 'gets' the references much less 'gets' them in the same way I do. However, I am a big proponent of 'there is no such thing as an original idea, just original executions of the idea' using other people's tags is a great way to make the idea more clear more quickly and get down to what matters, making the idea real with real value. If someone has already said / wrote what you are thinking why not leverage it? Thanks for pushing this button Chris, I will need to give this more thought.
  • Spot on Scott!

    I am a big proponent of 'there is no such thing as an original idea, just original executions of the idea'
  • Hey Chris.

    I had a manager who would use one particular branded phrase over and over for months at a time. I called her "the parrot" because she would repeat a phrase without really knowing what it meant. New business meetings became unbearable. And if it wasn't a phrase, it was name dropping the "it" business expert at the time.
    (If I never hear the name Jim Collins again, I'll die a happy man)

    So, if one must solely rely on repeating other people's coined equity or preaching the teachings of a divine growth expert, at least switch it up once and while and be a well-rounded parrot.

    I agree with your post entirely. Fun stuff. Thanks.
  • I agree there's a lot to aligning yourself with the ideas of others; and also acknowledging the source as often as possible. These big ideas are like passwords, a lexicon or vernacular that can define a community and/or isolate it from others.

    I try to acknowledge the source as often as possible, because it would be a shame to lose that Ze Frank came up with "A Brand is the emotional aftertaste" or your own phrase about people who come on too hard, too fast in business- "I was trying to shake your hand, and you kept trying to stick your tongue down my throat"- priceless phrases I always try to credit. While I wish I thought of them, they become almost like proverbs of new media. (Now there's an idea for a blog post right there...)
  • Chris, I just personally disagree with the whole notion of using others' terms and "logos". I feel like if it's done internally it works wonders as it prepares you to dive into the unknown and hopefully discover new trends and ideas.

    Externally? I prefer to stay away from any mix as my audience will definitely feel the mix-up and lose interest on my voice. Now when you actually make it obvious by quoting someone, it can definitely help you make a stronger point.

    By merely adding a term as to make it look like my own may trigger an undesired response from others that I may not be able to control.

    My point: think about it but don't say it. And if you definitely need to, quote. Great food for thought!
  • jrep
    When not to use your own language: RT @dirkriehle Why is Scrum calling the "throat to choke" (1.3m hits on google) "single wringable neck" (430 hits)? That's so weird. (http://twitter.com/dirkriehle/status/4506406622)
  • thomsinger
    The seven habits of highly effective people who reach the purple cow status and reach the tipping point are:

    1. They become a Trust Agent
    2. They Never Eat Alone
    3. They realize the World is Flat
    4. They take themselves from Good to Great
    5. They avoid the 5 Dysfunctions of a Team
    6. They know how to Make Friends and Influence People.
    7. They know that Some Assembly is Required to Make, Grow and Keep Their Business Relationships!!!!!!

    Oh, was that all too much??? he he.
  • Kristin
    Chris, your post made me think about the idea of collective consciousness, and Japanese haiku. Both unify individuals by requiring layers of understanding and meaning built over time, which allow individuals to shorten lengthy discourse into phrases or symbols of specific meaning. As others have said, you need to understand the commonality before you can add to the language and influence the discussion.
  • Eric J.
    Fantastic post! As a student of literature and language, I spend my time examing just how language shapes our understanding of the world as well as how we and the world shape language.

    It's a beautiful thing you and Julien have done with "trust agent" (new dictionary word, 2010?) and it is my experience that when these words and expressions catch on it is because they express an idea that was already in circulation in that particular culture.

    Thanks again!
  • There's another take, Chris. Using the frame of someone else could be construed as doing something for a search engine. Using your own frame may lose you SEO otherwise stolen, but it would be uniquely yours.

    Why wouldn't someone want to be unique? It's not like a Purple Cow wasn't unique.
  • In another life, long ago, I taught rhetoric/composition at Penn State. One of the principles of rhetoric is the "known-new contract," a rhetorical device that maintains cohesion. Basically, you start an argument (or even a sentence) in familiar ground before you branch off into something new in order to increase comprehension and build affinity. In conversational marketing (to address Chris's point), this means that if you want to appeal to the same audience that, say, a Godin or a Gladwell has, you start with the familiar and then branch into your own language. So it isn't an either/or, zero-sum game. It's ALWAYS rhetorically effective to do both at the same time.
  • Chris -

    Holy *cripes! I am a frequent visitor to the workshifting blog. I really truly thought that was *the* term. I use it all the time. ALL the time. Crazy stuff. Love it.

    *Sorry about cripes. I've been using it a bunch lately: http://search.twitter.com/search?q=djwaldow+cripes

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow
  • I would prefer to invent the keyword people chase than chase other people's keywords.

    I've a few phrases in the pipeline, with associated domains, we'll see what happens!

    It's fun when you're a part of something like this too. I was there when coworking took off. Not really a player, more a supporter, still very cool.
  • You've got to be careful where you pick your inventive obscurities; most of he time when people want "out of the box" thinking, they don't think in terms of "Way Over There Where I can barely see the box", they want something closer to "Two steps from, but still neatly adjacent to" the box.

    Adoptive introduction is like this, but it works best if it's built on like a game of telephone, rather than carbon-copy advertising. If you do it just like the other guys, you're not differentiating, you're advertising for THEM, no matter what your call to action is.

    It works the same in the opposite direction, people need to relate. Even if you're going to a completely new place, marketing is going to get people to follow you there. If they can't read the map, the map is useless.
  • Given that I know you tend to write well in advance of the curve, the timing of this post is intriguing in that "serendipitous" sort of way... Today's hijacking of the #nestlefamily hashtag to further a different conversation plays into this somehow - I know it.
    I'll be interested to see if you address it with relation to this "framing the conversation" even tho it's technically tangential.
    Always interested in your perspective Mr. B.
  • We really can't blame the marketers if they ride with the popularity. It is their way of gaining customers.
  • greeblemonkey
    Interesting post. Though it's almost like telling people not to use the word Kleenex. Sometimes it's just the best way to convey something and everyone gets it. However, I do totally get thebpoint of invoking other writer's nomenclature, and being purposeful about it.
  • Chris

    I see this from the marketer side as well as the brand side. Using a phrase, tagline or something of the like coined by another brand gives the recognition to the other brand. Any time I see a "Got XXX) I say to myself Got to get a new copywriter. Bringing it closer to home, What Happens in Vegas, Stays in Vegas, was brilliant however has become so overused that I think copycat.

    On the other hand, when marketers use terms that they learn about, that are not necessarily industry standards, it generally is to show people they are in the know. The caveat to that is that if enough people use the term, it becomes industry standard and if you are not using it then it can be perceived that you are not up to date on what is going on. This is of course if the person or people using the term truly understand what they are talking about and not just spewing out terms to make themselves look smart.

    There is a balance and seeing where you fit in is what this comes back to. A brand needs to identify themselves and not copycat where marketers using terms that they understand and make sense is being part of a community.

    @SuzanneVara
  • i agree!
  • Michael Bailey
    Just do it.
  • ambarishvaidya
    Completely agree!!
    ~Ambarish
    INDIA
  • I think it best to use your own language whenever possible. It's okay to write from others' perspectives or capitalize on their words if it's the conscious point you want to make. As Matt says, you have to find an authentic voice, it's how you're going to stand out and differentiate yourself.
  • carlnatale
    You also need to be careful that these terms really mean something to your audience. "Workshifting," "tipping point" and "ROI" may be ubiquitous in the content you read. But if your audience is not in your industry, it's jargon.

    Yes, use your own language. Better yet, use your audience's language.
  • jtpedersen
    Greetings,

    There is one example where use of a preexisting framework is preferable.

    Working in the software industry, we had a situation where major competitors were all trying to rush a new feature to market. One of them (not my company) was first to market by more than a year. It was a tremendous lead time, allowing them to begin branding, market penetration, well before we could do more than 'talk' about our own equivalent.

    By the time we came to market, the feature was irrelevant. Sort of like everyone having cupholders in their vehicle now. Yet our company persisted in trying to set their own offering as the next industry standard.

    We simply looked foolish in my eyes. The race had been won. In the big picture it truly didn't even matter (know the brand of the tire iron in your trunk?). We were better off simply saying, 'yep, we have one too,' and running with whatever the 'industry speak' had become.

    :)
  • angelia110

    Costs For Uggs--What It Costs?


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    -->Could you mind giving everyone loves from ugg-boots? There are so many types of uggs, ugg bailey button,ugg classic tall, ugg classic short, ugg classic cardy. How to choose your favorite? Or do you really want to one uggs regardless its style? Despite their design is awkward and slipper-lile, Uggs is one of the few stations that are of general interest, have argued that cross generational lines.


    -->Young people, students and young mothers and the Middle Ages, the original Black Ultra Tall UGG Boots, seem pulled the fleecy-lined boots that are manufactured in Australia, with the best materials. Are you sure that your feet warm in winter without socks, and cool in summer so that is more versatile too? If no, hurry up to take one ugg boots on goodugg uk sale ! That's why we see people wear them in schools, supermarkets, on the slopes and even in the most popular beaches in the United States and abroad. Many surfers also use uggs to keep their feet warm.


    -->What do you really care about? Is its price or quality, or you just following the general trend? You know what are you thinking in your heart!

  • As a marketer for a hospice, I'd like to share the value of borrowing another brand's slogan by sharing this short story.
    We interviewed an elderly patient as she gave a testimonial on the care she receives from her hospice aide. She said she's "always in good hands with Marliss".
    What had been a somber conversation immediately turned to laughter and when we educate about hospice, we can always use a chuckle.
    I will use this story as I continue to educate on the benefits that hospice care brings to the terminally ill to show the human side.
  • Dan Ballard
    Creating tag lines by drafting in the wake of others does evolve the language. Which, for society, is a good thing. The person breaking through the waves, though, often becomes annoyed and ... sues. Ugh.

    Trademark litigators live -- and thrive -- in this turbulence. You creative types need to know how that dispute will be resolved. Not the outcome, mind you, just how our system thinks through smoothing the waters. A good court case that clearly explains the process is at http://bit.ly/1mXfSJ . Start at page 8.
  • I love the shared language concept. Part of the reason I love it is because it allows us to share a more complicated concept in short hand. Another reason is the connections the usage of those shared terms make. Good stuff, Chris!
  • When I first read this I saw "When Should You Use Your Own Luggage" and couldn't figure out where this was going until I reread the title. I typically use my own my own luggage for all required occasions. Language on the other hand, I'm not so sure what my language is yet. In the meantime, I like what you have to say so I'll speak it. ;)
  • If the language enhances the clarity of the message to the intended listener, and there is no intentional claim to originality of a term or violation of a copyright, does it really matter whose language it is?
  • Hi yup! Its one of the creative and very cool post,I'm very thankful to you that U share this post with us.Thanks for the innovative one.
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