Terminology and Naming –a guest post by (and interview of) Jordi Garcia Soler (Neimik)”

Wort Erfolg aus Scrabble-Wuerfeln gesetztI recently found in Twitter a blog post by Jordi Garcia (@thinkcopy) in which he compared terminology and naming and how he had the intuition that terminology could help him work in the field of product and brand naming. (Read his original blog post in Spanish here).

I originally asked for permission to translate his comparison table but, as I translated, I became even more curious and asked him if he could tell me about how terminology brought him to this field. His answers are a great example of how terminology as a profession allows linguists to explore new ideas and areas of specialization.

Below you will find a short but very enlightening interview and the comparison table that he included in his post. I am really excited to share this information with you and I hope you enjoy it as much as I did.

Can you tell us how you got involved in Terminology and how your experience helped you get a job as naming and brand writer in Neimik.

I developed an interest in terminology while I was studying Catalan Philology at Universidad de Barcelona, more specifically in Lexicography, a subject that, at the time, Dr. Maria Teresa Cabré was teaching. I later had the opportunity to start working with TERMCAT (the centre for terminology in the Catalan language) and I continued working for them for more than 10 years.

Given that most of our work was related to the creation of neologisms, I thought it bore a strong resemblance to product and brand creation. I then contacted an agency specialized in naming, called Nombra, and asked if they needed brand name creators. They took a chance on me and I was lucky to be part of their creative team for many years. More recently, I had the chance to work with a new naming agency, called Neimik, and I am working closely together with them on this project.

Can you tell us about your blog “think copy” (www.thinkcopy.es)

Over time, I shifted my career path towards communication and marketing, which led me to work as a creative writer in marketing agencies. My interest in the verbal branding world has gradually increased, that is, the strategies that brands use to build and manage every element of their verbal identity. It is an underexplored discipline in our country [Spain] and I thought think copy was a great idea to share experiences and lessons learned on the language of brands.

My sincere thanks to Jordi for sharing with us this interesting information. You can visit his blog in Spanish: www.thinkcopy.es and follow him in Twitter @Thinkcopy.

Terminology and Naming Comparison TableSlide1

 

 

 

Disclaimer: inmyownterms.com is an educational, not-for-profit blog and I do not endorse companies or individuals and do not receive any compensation of any kind when I mention them.

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2 Comments on “Terminology and Naming –a guest post by (and interview of) Jordi Garcia Soler (Neimik)”

  1. Thanks for the table, and let me share a little of my experience as a terminologist in a software company (Localization & Documentation section).
    When we make a new feature, its name is sometimes created, discussed, and/or confirmed both by us and marketing/branding team. But I think the interaction is insufficient, while terminology and naming are closely inter-related.
    Sometimes marketing/branding team creates a name themselves, and I have just to ensure the consistency of its usage, without even understanding the real grounds for its selection.
    And if I need to rename an existing feature for some reason (e.g. its correlation with other terms within a system), it’s very hard to do, as I have no standard way to coordinate it with marketing/branding team.
    I suppose the effective interaction (and thus, terminological foundation of optimal naming) must be ensured by product managers, e.g.

  2. Hi, Artem. Thanks again for your insightful comment. I see that it was trunkated. Maybe wordpress doesn’t allow more more than what you wrote. So it would be great if you could finish your comment in another comment box so that we can all learn from your experience. Thanks!

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