Want to make your product stand out? Invent a new term to describe it.
Consumer example: Miller Brewing advertising its beer as "cold filtered".
Business example: Mike Hammer called his approach to business improvement "re-engineering".
Advantage: if people accept the term and it gains popular usage, you own it.
Disadvantage: new terms don't always catch on, and if they don't, they may not be clearly understood (i.e. "what is re-engineering exactly?").
Source: The Copywriter's Roundtable, 12/8/09.
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