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Archive for the tag “franchise”

Nauseating words

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.

Samuel Maverick

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.

Franchise?

There are some words that are quite meaningless, because they can mean just about anything. Words like “unit”, “module”, “aspect” and “facet”, for example. The latest word to join this rapidly expanding group is “franchise”, and that is why I wondered about this tweet that I saw on Twitter this morning:

Has any of the print media written a story about an ‘inexperienced’ CEO being appointed to lead a franchise this morning? Yes No Maybe?

Perhaps there is something that preceded it that would explain what it means, but I’m left puzzled. In the last five years or so, “franchise” has been increasingly used of sports teams. Why, I don’t know.

NandosLogoI tend to think of “franchise” as referring to a retail chain of shops under a common name that sell something. So one has Nandos and KFC that sell take-away cooked chicken, Wimpy and McDonalds that sell hamburgers, and so on. The “restaurants”, if they can be called that, are individually owned, but they have the same decor, use the same recipes, and sell stuff for the same price, at least in any one country where they operate. The have a licence to operate, a “franchise”, from the owner of the brand name.

nandos1But I find difficulty in seeing how this applies to a sports team, like the Dolphins, the Sharks, the Titans, Orlando Pirates, Kaizer Chiefs or Mamelodi Sundowns. I know that these teems sometimes have sponsorships from commercial firms — at one time Mamelodi Sundowns were being called “Ellerines Sundowns”. But the term “franchise” implies that there is a Mamelodi Sundowns team in every city, all wearing the same outfit in their games, and that somewhere there is a big Sundowns CEO who manages all these franchisees, and admits new ones once they have learnt the culture of the franchise.

If you refer to the Titans as a cricket team, you know they play cricket. But if you refer to them as a “franchise”, they could be selling fried chicken or hamburgers or pizza for all anyone knows.

So just as “unit” can refer to anything from an electric locomotive to a kitchen cupboard to a group of soldiers, “franchise” can now mean anything, or, more likely, nothing at all.

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