As a voracious reader and obsessive writer, I love words. Like I am with clothes, I have a few favorites I sport way too often, and I'm always up to finding new ones.
Marketers are renowned--sometimes infamous--for creating new terminology, as an addition to the everyday lexicon, a la Malcolm Gladwell's "Tipping Point" or Chris Anderson's "Long Tail" (jeez, that's the second mention this week; the tail gets longer indeed) is perhaps one of the strongest sales tools around.
That said, my new pet term is
...a word examined in detail by Martyn Tipping and Robert Sprung of branding agency Tipping-Sprung (no relation to Gladwell's book) in this week's Brandweek. They explain that it describes a male demographic, aged 25-44, upwardly mobile, and the target for such products as "an action-packed Videogame featuring Hell's Kitchen chef Gordon Ramsey," "a kitchen designed by Porsche" and "$200 a pair Peugeot electric salt and pepper mills."
(Note: This is not to be confused with the term "Castrosexual," which I believe describes a demographic of people who like to fool around with Communists.)
I think it's time for me to make myself a peanut-butter sandwich.