I’ve occasionally read articles about words that people hate. Apparently one of the most disliked words in the English language is “moist”.
But this article reminded me of two of my least favourite words — 2 New ‘Harry Potter’ Books Are Coming This October:
Harry Potter fans have yet another reason to celebrate the 20th anniversary of the iconic wizarding franchise: They’re getting two new books this October.
For me two of the most nauseating words are “franchise” and “brands”, but “iconic” comes a pretty close third.
Harry Potter is a fictional character in a series of books. Why call him a “franchise”? Why are so many sports teams called “franchises” nowadays. These words do have proper uses. I have no objection to referring to a fast-food joint like KFC as a “franchise” where it means that they have been licensed to use the KFC brand and logos even though they are independently owned. But call it a franchise when referring to their business model;, not to the stuff they sell (ground up chicken beaks and gizzards called “nuggets”).
But how many authors have been licensed to write Harry Potter books? How many sports teams around the world (or even the UK) have been licensed to call themselves “Manchester United” or “Norwich City”? As far as I know, one and one only in each instance. That doesn’t make them a franchise, or anything remotely like it.
And all this talk about “brands” — are you interested in “brands”? Yes, I’ve seen online questionnaires that ask that. Should I say yes, I’m interested in brands. I really do prefer KFC to Ford, for example. Fried chicken gets me from A to B so much faster than a motor car, Dettol plays much better cricket than the Titans.
But perhaps I’m alone in this. “Brands”, “franchise” and “iconic” don’t seem to have made these lists, no matter how high they are on mine “Moist” And 28 Other Gross-Sounding English Words That Everyone Hates | Thought Catalog, and 11 Gross-Sounding Words Everyone Hates To Hear, According To Science.
The SAfm radio station has a Sunday morning programme on media, and “brands” feature pretty prominently in it.
It all makes me rather sympathetic to Samuel Maverick, whose name entered the English language because he never branded his cattle. Unbranded cattle that did not belong in the herd were called “mavericks”. Later it came to be applied to people who didn’t follow the herd, like politicians who didn’t toe (or nowadays “tow”) the party line. Like Makhosi Khoza. I suppose that’s why I like to read the Daily Maverick. And why I would like to see Makhosi Khoza as our next president.
So the more talk I hear of “brands”, the more I think of Samuel Maverick. No matter what else he did, he made an important and much-needed contribution to the English language.