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329 The Power of Words with Dr. Valerie Fridland, #1 Bestselling Author of “Like, Literally, Dude”

Christopher Lochhead Follow Your Different™

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Creating New Words and Language in Category Design

This chapter explores the concept of neologism and its importance in category design. It discusses the power of creating new words to describe new things and provides examples of successful neologisms like Starbucks. The chapter also discusses the use of linguistic extravagance in branding and explores the cognitive focus triggered by unexpected language use.

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