This “Keeping Our Word” campaign from Eagle Asset Management looks suspiciously (and coincidentally, I’m sure) like my “Neologisms” ads for Deloitte & Touche of nine years ago.
I have to admit I’m a sucker for invented words, so I admire Eagle’s approach which consists of these new coinages:
perfonomy — the addition of alpha through our independent investment-team approach
experiocus — the result of three decades’ experience meeting an asset-management focus
convigrity — our blend of strong conviction in fundamental research with the integrity of our investment-style-specific portfolio managers
“Convigrity” sounds like what you might want to restore with Viagra or Cialis following a bout of performance decile dysfunction.
My own neologisms from back in 2002 (for tax software as opposed to asset management), with significantly shorter definitions:
supportitude — a superior customer service attitude
scaligent — scalable and intelligent
intuitivity — intuitive Web connectivity
Back then we were still capitalizing “Web.” So young and naive.
Link from @jasonzweigwsj.