Woman holding tea in front of a historic building next to a line graph of popular marketing words

Brand Speak

Google Ngram Viewer is deceptively entertaining. An "Ngram" is a statistical analysis of a "gram" (a word or phrase) to find "n" (a number). In plain terms, the Ngram Viewer lets you examine cultural change by looking at word usage in literature over time. Just type in a word and it will spit out how often that word is found in sources printed between 1500 and 2019. That's access to over 450 million words from millions of books in seconds!

With great power comes great responsibility, like time management, of which we have none. We wasted an entire afternoon plugging in words. And as you can imagine, our initial searches were pretty predictable: internet lingo ("omg" vs "lol"), philosophical quandaries ("life" vs "death") and curse words (the history of the "f" word is truly puzzling).

But then we started thinking about modern slang, specifically the buzzwords that permeate our conference rooms and email chains.

A quick internet search will show you that we're not alone in this fascination. Many people have found unique ways to capture the power of the Ngram viewer, like a script for finding the best text for new ads, an exploration of television news, or settling the debate between geeks and nerds.

So we're contributing to the Ngram hysteria. Enjoy our library of industry buzzwords!


Glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z


A

aesthetic

B

brand

C

circle back

cloud

collaborate

color palette

creativity

D

deep dive

direct-to-consumer

F

feedback

followers

G

give 110%

I

influencer

L

likes

logo

P

play hardball

R

remote work

S

social media

startup

synergy

T

team player

think outside the box

W

win-win situation

V

viral

About Ngram

These graphs were created using Google Ngram Viewer, a tool that displays how often words or phrases occur in publications over time. The y-axis shows the frequency with which the word (unigram) or phrase (bigram/trigram/etc.) appear throughout a corpus (a collection of texts). In this case, the corpus is Google's more than 20 million digitized books. The x-axis shows the year in which works from the corpus were published.

It should be noted that these trends are not accurate indicators of the "true" popularity of words and phrases through time. These charts reflect what people are publishing about more so than what people are talking about. That being said, we still think they're awfully fun to look at and play with. Give it a try for yourself!


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