Morgenfrisk, Morkiss and 214 other words brand managers need to learn
There are 216 foreign words that describe feelings that English can’t find a word for. Some, like schadenfreude, you might know; others, like schnapsidee (German for coming up with an ingenious plan when drunk) may be less familiar – though equally useful.
Psychologist Dr Tim Lomas researches such words, compiling his findings so far here, in a list that has amazing potential for brand managers.
Used to fighting over the ownership of well-known positive feelings, brand folk can now help themselves to Tim’s new lexicon. But who should go for what? Here are a few top-line suggestions for starters…
Definition: feeling rested after a good night’s sleep
Who should use it? Silentnight, Travelodge
Initiative: Pop-up bedrooms giving people the chance to spend the night in a Silentnight bed; a whole campaign for Travelodge
Definition: feeling homesick for a place you haven’t been to
Who should use it? Air bnb
Initiative: Airbnb are all about home away from home – and as a global brand, playing with languages fits right in. Fernweh could just be a one of many words they use to encourage the travel bug in their audience…
Definition: Embarrassment and shame at one’s drunken antics the previous night, and the accompanying dread/confusion about what one might have done.
Who should use it? Berocca
Initiative: Just the thing for a clever, Christmas-season campaign