Naming as a marketing tool: What we can learn from the Trump administration’s wording

To be clear: as the naming agency NOMEN, we expressly do NOT share Trump’s political agenda and do not endorse the manipulative exaggeration that is so typical of Trump’s wording. At the same time, however, there is no denying how strategically precise the naming mechanism is – and also how successful. Whatever your opinion of Trump may be, his instinct for effective wording is extremely good.

That's why we're looking at some striking examples of his language today, because they are a marketing lesson in successful naming.

Language as a trademark – how naming works

“Make America Great Again” is a prime example of effective naming. Trump's campaign slogan, abbreviated to “MAGA,” has rapidly grown into a movement that stands for an ultra-conservative worldview that is becoming increasingly established both politically and socially. The slogan, or the name in its short form MAGA, is simple, emotionally charged, and deliberately vague. It does not explain a political program, but rather an intention. By circumventing “inconvenient” facts or “disturbing” arguments, it forms the perfect projection screen for the wishes and hopes of his electorate.

The term “fake news” works in a similar way. Two words replace complex media criticism and valid arguments. Anyone who blindly trusts the most powerful man in the world can adopt and use them without knowing the facts. The name of Trump's platform, “Truth Social,” also works according to this principle. What is published here claims to be the sole truth. This is not proven, but asserted—and becomes reality without any doubt Cognitive relief at its best and branding in its original form: the claim of ownership is branded onto the cattle.

These cautionary examples nevertheless reveal a basic principle of naming: names are effective not because they explain contexts in an obvious way, but because they do NOT do so. The simpler and more catchy names are, the easier they are to adopt: Google, Prada, TUI, Audi, REWE, etc. This, in turn, is the basic prerequisite for developing genuine brand strength and impact.

To reiterate: what simplifies access to and loyalty to a product in marketing can be used for manipulation in a political context. As the naming agency NOMEN, we strongly distance ourselves from this misuse of language. It is important to keep in mind that naming and wording are always influential - and never value-free.

Imagery as a central naming principle

In his distinctive language, the US president likes to reduce complex issues to a single concrete image. “The Wall” stands for a comprehensive political concept aimed at preventing immigration across the Mexican border. “Witch Hunt” stands for the investigations against him in connection with Russian influence on the presidential elections. He referred to the former president as “Sleepy Joe” and North Korean dictator Kim Jong-un as “Rocket Man.” The imagery of his language is immediately understandable – and at the same time obscures any differentiation in content and any respect.

What this means for naming in the branding process

Abstract terms remain vague and incomprehensible, while concrete terms evoke clear, unambiguous ideas in the target group. Good naming reduces complex issues to such an extent that the brand name can be intuitively understood or “felt”: Netflix, Apple, Jaguar, Rituals, etc. Of course, professional naming simplifies without deceiving or manipulating.

Trump's camp formation through naming and wording

Trump's equally well-known slogan “America First” works because of its binary, contrast-oriented logic: the linguistic image automatically creates a matching counter-image. It not only states what one stands for, but also implies what one is against: the rest of the world. The ranking cements the political positioning – and systematically excludes other perspectives. By repeating the slogan often enough, it has subtly integrated itself into the social value model of the supporters.

Differentiation is also a key success factor in the branding process, because brands need to clearly distinguish themselves. The difference lies in the purpose: while political polarization focuses on escalation and division, strategic naming aims at orientation and recognizability: Red Bull, Monster (both energy drinks), Nike (= goddess of victory), Amazon (= longest river in the world), etc.

“Deals” instead of diplomacy – naming sets the tone

Trump's consistent use of the term “deals” is also particularly effective. Foreign policy, international relations, and diplomacy are linguistically reduced to the basic economic principle of profit-making. It could hardly be more politically incorrect. But the strategy is obviously working: naming becomes an expression of political priorities.

This example is also instructive for marketing and brand creation. Naming gets to the heart of what is important. The difference here, however, lies in perspective: companies should not emphasize what is important to them in their brand names, but what is important to their target audience: PayPal, WhatsApp, YouTube, Trustpilot, WeTransfer, etc.

Emotions in naming

Trumps wording is completely immodest, extremely emotionally charged, and downright narcissistic. Everything is “great,” “tremendous,” or “best ever.” His language knows no nuances and undoubtedly attracts attention (and, for many, bewilderment). All in all, however, Trump's language of superlatives is not a model for serious marketing, as it quickly wears thin and becomes implausible.

Learning for professional naming

Emotions are necessary in naming, but exaggeration and overdramatization are not. Successful brand names evoke positive feelings without any underlying embarrassment: Innocent, Frosch, Bonne Maman, Kinder, Sheego, etc. Those who inflate their own image too much become unbelievable—in marketing as well as in politics.

Renaming as a strategic naming tool

Trump also uses deliberate reinterpretations and renaming to change the meaning of political terms and thus reinforce his ideology. As part of this reframing, the Gulf of Mexico is now called the Gulf of America, and the Department of Defense is once again called the Department of War, as it was during World War II. Language is being exploited to the maximum here, and naming is becoming a vehicle for the political agenda. Welcome to the “Newspeak” of Orwell's “1984.”

If one wants to draw a positive conclusion from this observation, it is this: in marketing, too, renaming can serve to position a brand more clearly or give it a new framework in terms of content. In the best-case scenario, a name under a new banner can leave its old image behind and make a fresh start: Galeria instead of Karstadt, Eurowings instead of Air Berlin, ERGO instead of Hamburg-Mannheimer, Targobank instead of Citibank.

Repetition as a success factor in naming

Trump also repeats his keywords over and over again and very consistently. “MAGA,” “fake news,” and “deals” are everywhere you look and listen—this is how they become familiar and trusted. Repetition creates anchoring—regardless of the truthfulness of the content.

This mechanism can and must also be used in marketing, as long as the product and brand promise are consistent. Branding and naming thrive on consistency and continuity. Anything that does not have a clearly communicated profile cannot become a brand. At the same time, in serious marketing, repetition is no substitute for substance. It can only reinforce what is actually there.

Key learnings: Naming in business

•    Names and words have power

•    Successful naming maximizes the brand strategy in a core message

•    The less a name explains, the more effective it is

•    Concrete beats abstract: images are more memorable than explanations

•    Constant repetition anchors the name

•    Renaming supports the re-framing of a weak brand

Do you have a naming project? We will work with you to make it a success: info@nomen.de or +49 211 577 906-0