Thoughts on Brand Strategy by Dennis Van Staalduinen
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As an Ottawa naming and brand strategy consultant, order I once thought the technology industry was the world’s biggest offender in the realm of unhelpful abbreviations. But then I started working with the Canadian federal government…. alphabet soup everywhere. My answer in one word: NOMO!
The problem with acronyms / abbreviations / initialisms / alphabet soup
So there it was: “Governments MIA when it comes to good acronyms” – one of my biggest PPPs (Personal Pet Peeves) being addressed right on the front page of yesterday’s Ottawa Citizen. The article is a useful introduction to the importance of, doctor and hair-pulling frustration involved with, sick unhelpful abbreviations and insider short-hand in government.
The article even shows awareness at the political level from the same party that once called itself CCRAP. But it doesn’t go far enough.
As a taxpayer, I’ve had enough trouble navigating my way through the small range of government services I actually use. But as a consultant whose job it is to help fix brand communication problems, I’ve been right in the middle of the tangled thicket of jargon and shorthand.
Client: Your CV is impressive: PMRA, TBS, PWGSC…
Me: Great! so we can work together?
Client: Maybe, but the DG and the ADM might RFP, so PMO, PCO, and TBS are Cc-ed. CRA, DND, and PHAC as well…
Me: Uh, right.
Client: So as an SME SP without SC…
Me: I’m SOL?
And that’s before we actually get to work. Once I do, my consulting task is usually to explain existing services and programs in plain language, as I’ve done with Public Works and Government Services Canada (TPSGC-PWGSC), Treasury Board Secretariat (TBS-SCT), Health Canada Pest Management Regulatory Agency (PMRA-ARLA), and others. But I can’t do that until I’ve gone through the lengthy process of myself figuring out the thing I’m supposed to be explaining, (so the PMBB isn’t the same as the NMAO?) and then making sure that my clients can in turn understand and explain it in the simplest possible terms – without shorthand.
At other times, I’ve actually had the joyous opportunity to name, or better yet un-name or re-name, a government entity. For example, a few years ago, I helped Industry Canada launch a new coast-to-coast service for business, which we called simply “Canada Business”. A boring name perhaps, but the intent couldn’t be plainer, and even better, doesn’t need to be abbreviated (“CanBiz” and “CB” were rejected early in the process).
Why the terms don’t help
But in trying to talk about this problem, the word “acronym” itself is one of the problems. So is“initialism”. So is “abbreviation”. I’ve tried sorting through this with a glossary at wordie.com. But I apologize if it’s still confusing.
And to technically-minded bureaucrats, these words have such specific definitions, and are so widely abused, that the debate always gets gleefully sidetracked into the debate over which term applies to which unhelpful short-form. Is FINTRAC an initialism? Is PHAC an acronym? Should we name our new program CANPAPHTHPT?
The average citizen says: “WTHC” (Who The Heck Cares)?
My modest proposal:
So I say we short-circuit the debate with one new word that describes the whole range of unwieldy shortenings:
NOMONYM: (NOUN) any unhelpful short-form, nickname, abbreviation, acronym, initialism, jargon, or insider buzz-term.
I created the word by (helpfully) abbreviating the phrase “NO More Obscure Nomenclature!” Although “NO-MOre-NYMs” works just as well.
In common usage, I recommend that this term be further shortened to “NOMO” and shouted loudly at government seminars, workshops, and brainstorming sessions.
Usage examples for “NOMO”:
- Scenario 1: CRA needs a TTB from the WTH before you get an XYZ.
- Response: all the people shout “NOMO!”
- Scenario 2: government announces BPH moves RPHCAN to TLA.
- Response: all the people shout “NOMO!”
- Scenario 3: the DND/CF CEFCOM JTF-Afg and TFK BGen of ISAF, launches Operation ROOB, UNYIP, JANOOBI (I’m not making that up)
- Response: all the people shout “NOMO!”
Use NOMO as a noun, a verb, an adjective, whatever you like. But shout it loudly, so it is heard throughout government boardrooms, corridors, brainstorming sessions – anywhere a NOMO might rear its ugly head.
And as the movement spreads, we go through the whole portfolio of government agencies, services, and terminology, weeding out NOMOs wherever we find them.
Perhaps then government can do the one thing that citizens need most:
C.O.M.M.U.N.I.C.A.T.E.
The whole NOMO series: