What we call something is seemingly more important than the thing itself. For example, we tell people not to “judge a book by its cover;” however, we pick up books based on the title or unique cover. Titles are essential!
Let me give you an example of naming that is disastrous: My name is Benjamin; yet, I go by Ben. Ben is acceptable in our world as prominent members of society have been called both (e.g. Benjamin Franklin, Ben Affleck, Ben Stiller, Ben Bernanke, and Benjamin Netanyahu). However, consider two other shortened names that can be derived from “Benjamin:” Benji and Benny. Name a famous “Benji” (I can’t either). How about “Benny?” I have an Elton John song playing through my head (though I will admit to Benny Goodman, Benny Carter, and Benny Hill). However, Benjamin and Ben still win the name game. (For more on disastrous naming see this Freakonomics Article).
Let’s turn to other naming. In a 2013 poll, 54% of Americans supported Obamacare, while 63% of the same group supported the Affordable Care Act. The problem with that statistic, is the two items are the EXACT SAME THING. “Obamacare” is the “Benji” of the Affordable Care Act; thus, it is the association of the name that drives down the support by 9 percentage points.
Recently, naming has once again hit the mainstream with the “Black Lives Matter” movement. When I first heard the name, I recall raising my eyebrows for I knew the purpose (and support thereof); however, I knew that individuals that did not support the movement would have a field day. Low and behold, “All Lives Matter” became the champion call of the opposition. No one will publicly state “black lives don’t matter;” thus, to launch a counter attack, the opposition picked apart the name (must notable attacks stemmed from right leaning media corporations). The naming of the movement proved nearly fatal to the purpose thereof.
Consider the estate tax debate that is rehashed every few years in the government. The Estate Tax is the taxation on family inheritance after the death of the parents. The current estate tax is based on a gross estate valued above 5.49 million USD; thus, if you want to pass your inheritance to your children and your total wealth is less than 5.49 million USD, there is no additional tax. Anything above $5.49 million will be taxed at 40%. Let me be clear, if you have 5.49 million USD and an additional $1.00, then only $1.00 is taxed; thus, your heirs receive 5,490,000.60 rather than 5,490,001. Personally, this seems relatively logical as a method to ensuring people have to earn their wealth (though the average lifetime earning is under 2 million). In the debate, the anti-estate tax people (those who want to abolish it for unlimited inheritance) call the estate tax the “death tax.” Why? The naming is crucial in the debate; though less than 1% of the population will ever have to deal with this tax due to the exhorbitant wealth necessary to have it levied, many believe the “death tax” is on all assets on one that dies; on the contrary, the “estate tax” would seemingly only occur if you considered your property an “estate,” which only the wealthy seem to believe.
Now, another political nomenclature argument has exploded onto the mainstream: “Generation Snowflake.” The idea stems from the “over sensitivity” of the current generation in high school and college. Please note, I am not stating my belief on whether these students are overly sensitive; however, I am going to discuss the use of “snowflake” in discussing this generation. The term “snowflake” was used in the 1999 movie Fight Club, which gained instant popularity (video link). Today, calling someone a “snowflake” because they are “beautiful and unique” is probably one of the most credibility bashing statements you can use. “Awww, poor little snowflake” (read in a condescending tone) will cancel out anything that individual says for he/she is not an expert or equal with an opinion, but a “snowflake.”
From naming a child and book to naming a movement of tax, if a negative name sticks, it can be disastrous. Thus, it is my belief that: naming of ideas, individuals, and concepts is paramount in the success therein. Thoughts?
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