What will be the next zeitgeist word for brands to seize?

Freeview has changed its name to Freeview+ because the '+' symbol has apparently entered the vernacular and has become indicative of modernity, much as the addition of the word 'radio' in the 20s, 'atomic' in the 50s and 'dot.com' in the 90s was used by brands to indicate their association to the zeitgeist.

But what about the other decades, and what word do you think will be considered the next 'big thing' for brands to tag onto their names?

'My' as in MySpace will continue to be big as brands seek to put consumers at the heart of their communications.

uber

i (as in iPlayer, iPod etc) must be the one for the early part of this decade

organic - who hasn't jumped on this bandwagon?

.love

.biz

.local

W3C is about to launch new versions of.com.info.edu. etc...

The new Dots will be something to watch!

 The most striking change to me in the last 9 months is the way advertisers are suddenly trampling one another to prove their eco-friendliness as a core value of their brand.

http://www.wipo.int/wipo_magazine/en/2008/02/article_0003.html

In terms of zeitgeist, this seems to be embodied by the colour blue enjoying more prominence (blue skies, vivid imagery of water, etc etc)

http://www.originbranding.com/case_studies/consumer/pdfs/vw_bluemotion.pdf


It won't be long before consumers get tired of this though (if they haven't already).

'Eco' is grossly over-sed evident by the government claiming that those massive new housing estates will in fact be 'eco-towns'. Still I expect them doing that has killed that particular marketing wheeze

'fresh' is overused and means absolutely nothing to consumers. The majority of the time the stale product is as fresh as wayne slobs pants and socks

"Choreplay" gets our vote. A little known fact: many housewives find help around the home from their man more sexually alluring than porn.

Some proof:

http://www.amazon.com/Women-Cambridge-Womens-Pornography-Cooperative/dp/0811855511

http://www.urbandictionary.com/define.php?term=choreplay

And, there was a huge piece all about Choreplay in the Guardian a few weeks ago which seems to have escaped google. this will suffice instead:

http://www.ajc.com/news/content/living/stories/2008/02/12/choreplay0212.html 

Why on earth hasn't a cleaning product leaped on this yet, and actually admitted that women don't love to clean? 

It's probably because the (male) account men don't want to let this secret out...perhaps they are afraid of what it might mean for them?

Lorelei

garbage

I don't think brand identity has caught up to the social network trend. When you think of the big digital brands, what comes to mind?  MySpace, YouTube, even iTunes. I think we'll start seeing different prefixes: We, Our, Us - that connate a more collaborative concept.

I wrote about this a couple of months ago:

http://eyecube.wordpress.com/2008/04/22/forget-my-the-web-prefix-of-the-future-will-be-our/