—Laurel Sutton, Principal at Catchword Brand Name Development
Being a Make Mine Marvel type, I am of course very excited to see the Avengers movie, which will feature all of the Marvel heroes together! In one place! With Nick Fury (Samuel L. Jackson) there to help them save the world.
I was disturbed,
In many contexts of our life experience, "fine" sadly seems to have drifted toward embodying mediocrity.
Consider this all too common dialogue: "How are you?" "Oh, I’m fine." Or, perhaps, "Just fine."
Translation: "O.K.," "average," "acceptable," "passable," "satisfactory," "I can’t complain," "I’ve been better," or maybe "could be much better" . . . .
After all, how interested or excited does someone sound with their "fine by me" response to your generous invitation or suggestion? Especially when accompanied by emoticons or real-life eye-rolling body language?
Whatever happened to the leading dictionary meanings of this orally over-used four-letter-word?:
"Of superior or best quality; of high or highest grade: fine wine."
"Choice, excellent, or admirable: a fine painting."
Outside the context of wine, art, food, china, jewelry, dining, and perhaps blogging, extolling fineness does nothing to draw me in.
Perhaps this recognition is consistent with why the term appears in less than 1,500 live marks on the USPTO database. In fact, there are more dead marks including this term than live ones. In addition, it appears less frequently in the USPTO database than other laudatory terms like "best" or "choice" — by considerable margins. And many of the live marks that do exist lead the adjective with another one (i.e., SuperFine Bakery, Veryfine Juice, or Damn Fine Tea) — futher evidence the f-word seems emotionally weak standing on its own.
I’m left wondering whether the term’s meaning decline began with Toni Basil’s "one hit wonder" from 1982 entitled "Mickey," with the ad nauseam lyrics: "Oh, Mickey you’re so fine, you’re so fine, you blow my mind, hey Mickey, hey Mickey." Just a thought.
Having said all that, I’ll have to admit, I’m still definitely a sucker for quaint red neon signs appearing in frost-paned country windows reading "Fine Dining," even when the exterior of the establishment might speak otherwise or even beg to differ. My family certainly can attest that these dining adventures have led to mixed reviews over the years.
In the distant world of comic book grading, a "fine" grade is only a 6.0 on a 10.0 scale, according to CGC. Worse yet, a "fine" designation using the Sheldon Scale of Coin Grading yields a meager 12 out of a possible 70 score.
I’d love to hear from our expert naming friends on the question of how and why the word "fine" has lost its "superior" meaning, at least in so much of our day-to-day common English usage.
Now, when it comes to the context of lawyering, "fine" can mean something much more negative than mediocre: As in, you better read the "fine print" in the contract!
References to "the fine print" also can have negative or controversial connotations in the world of advertising and marketing, as in the context of deceptive or misleading advertising.
So, in my humble effort to rejuvenate the "superior," "excellent," "highest grade," and "admirable" meanings behind the four-letter-word "fine," below the jump you’ll find twelve of my favorite and mighty fine guest posts from a diverse collection of our fine guest bloggers during 2011.Continue Reading When it Comes to Guest Blogging: Fine or Just Fine?
—Laurel Sutton, Principal at Catchword Brand Name Development
You may be aware that there is a large sports arena located in Oakland, California, wherein both the Oakland A’s and the Oakland Raiders play their respective sports. You may further be aware that this edifice is commonly known as “the Oakland Coliseum”
For the last month or so I’ve been following the antics of Twitter as they attempt to assert rights to the word "tweet". Based on their completely inconsistent—one might even say schizophrenic approach, I feel justified in using the word "antics".
Until very recently, Twitter didn’t seem to care much about what third-party apps were named. In fact, in a blog post from July 2009, founder Biz Stone said, "Regarding the use of the word Twitter in projects, we are a bit more wary although there are some exceptions here as well. After all, Twitter is the name of our service and our company so the potential for confusion is much higher. When folks ask us about naming their application with "Twitter" we generally respond by suggesting more original branding for their project. This avoids potential confusion down the line."
Note the phrasing: “suggesting more original branding”. What happens if the developers don’t take the suggestion? By allowing so many third party apps to use the name already, they’ve tacitly given permission for others to infringe on their trademark. If they then try to defend their trademark against the new filers, what can they say?Continue Reading Twitter, Twitter Everywhere — But Will They Own the Tweet?