Nickname it!
I’m going to hop in my Beamer and grab some Mickey D’s for lunch!
I guarantee that you understood exactly what I meant when you read that sentence. In today’s world, we’ve become accustomed to using nicknames in place of brand names, but have you ever stopped to wonder HOW these brand names become nicknames? Sure, we all have a natural tendency to abbreviate, but do certain nicknames have a meaning?
Target is a perfect example or “Tar-zhay” as most people call it. I must hear this catchy pseudo-French pronunciation once a week in conversations with others, if not used by me. It has been rumored to be originally said by Oprah Winfrey on her popular talk show, but my research showed that it’s actually been in existence since the first Target store opened in 1962. People use this pronunciation to speak to the higher quality of offerings that Target provides. Bottom line, it makes us feel special to say it. It makes us feel as though we are treating ourselves.
BMW being shortened to “Beamer” is among a few other terms such as “Bimmer” and “Beemer” used to abbreviate BMW. I have to admit, I was only familiar with “Beamer.” In my searching for why BMW has inherited these nicknames, I found that “Bimmer” is actually the proper term used for BMW cars (those with 4 wheels) while “Beemer” and “Beamer” are in reality meant for BMW vehicles that have less than 4 wheels.
The name “Beamer” actually stemmed from BMW’s early days in motorsports. A competitor, BSA motorcycles, was referred to as Beesers, then BMW fans decided to call BMW motorcycles “Beemers.” Time resulted in the usage of “Beamer.”
McDonald’s, or “Mickey D’s,” like most nicknames, isn’t actually shorter than its predecessor, which is unusual. Generally speaking, most nicknames are a result of syllable truncation. My research didn’t show how this nickname came into being, or who started it, but our inclination to but a vowel between the “M” and “c” in “Mc,” is something we do even with those who have last names of this structure. I also found that McDonald’s does own the trademark “Mickey D’s” which leads me to question, should brands also trademark their nicknames?? I guess for global brands such as McDonald’s, it sure can’t hurt.
By: Kelly Wilson
Its funny…in spanish McDonald’s has been nicknamed to “mac” and in french to “mac do”. I am pretty sure it does not stop there.
I heard that the pronunciation of “Tar-zhay” came about when Target began to rebrand themselves as a well respected leader in design…creating a new terminology in the industry aptly name “Target Envy”