Kate previously helps London achieve Top Global Fashion Capital status
… after toppling Lady Gaga for Top Fashion Buzzword
Austin, Texas. May 17, 2012 . The Duchess Effect Meets the Summer Games, indeed. According to the Global Language Monitor’s London 2012 Ambush Marketing May 15 Update, even the Summer Games are encountering the Duchess Effect. The GLM Brand Affiliation Index (BAI), when linked with London 2012, Kate Middleton had a closer brand affiliation that a number of top sponsors including Coke, Adidas, BA and Panasonic, among others.
This again demonstrates the power of the ‘Kate Middleton Brand’. A Tier 1 Olympic sponsor pays about $160 million for the privilege, plus the attendant advertising fees promoting the relationship that can cost upwards of $500 million over the four-year arrangement.
This would suggest that the Kate Middleton Brand could be valued at nearly a billion dollars or more, just in relationship to Summer Games.
“This can be viewed as a two-edged sword for Sebastian Coe and the International Olympic Committee (IOC),” said Paul JJ Payack, president and chief word analyst for the Global Language Monitor.
“On the one hand, the Duchess of Cambridge and her husband, are Olympic Ambassadors; on the other hand the Kate Middleton ‘brand scores’ higher that nearly half the paying sponsors, such as, Coke, Adidas, and BA, among many others.”
All perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.
The official Olympic sponsors are divided into three tiers: Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.
The Official Olympic Mascots, Wenlock and Mandeville, fashioned from drops of steel, appear to pose little threat to Kate’s reign.
For these rankings, concluded on May 1, 2012, GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship.
GLM has been tracking the Olympics since the Athens Games in 2004 and ambush marketing since the Beijing Games in 2008. For London 2012, GLM began tracking the three tiers of official sponsors since the third quarter of 2011.
GLM also tracks the brand equity of the athletes before and during the Games.
About Global Language Monitor: “We Tell You What the Web is Thinking”
Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012. The Ambush Marketing London 2012 May 15 Update report features dozens of charts representing the interrelationship of each company to the Olympic Brand, their competitors and their partners. In addition, the reports contain exclusive and individualized Narrative Tracker analyses, the most advanced trend tracking analytics available. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com.
Ten-week rise of the Global ‘Branded Individual’ Phenomenon
The highest rated ‘branded individuals’ across fields include Lady Gaga, Justin Bieber, and, the former Kate Middleton.
Austin, Texas January 14, 2012 – Tim Tebow, the reverent, knee-bending, soft-spoken quarterback of the Denver Broncos, has now claimed another milestone: Tebow now tops the Global Language Monitor‘s Sports Brand Affiliation Index (SBAI). The GLM SBAI tracks the top athletes in a variety of global athletic endeavors and measures the strength of their ‘brand affiliation’ to their particular sport.
For this analysis, GLM tracked athletes in American football, baseball, basketball, football (soccer), Formula 1, golf, NASCAR, tennis, track and field, skiing, and swimming.
The frenzy has only increased over the last week with Tebow’s dramatic touchdown pass on the first play of overtime to defeat the heavily favored (and defending conference champions) Pittsburgh Steelers.
“In the rankings, Tebow bested this week’s nemesis, Tom Brady, by a score of 100.00 to 38.96, and the defending Super Bowl winning quarterback, Aaron Rodgers of the Green Bay Packers, who scored 28.13 on the Sports BAI,” said Paul JJ Payack, president and Chief Word Analyst of GLM . “Perhaps more surprising, is that Tebow out-ranked fourteen champion athletes in more than a dozen global sports, among them the reigning champions of Formula 1, various Summer and Winter Olympic events, the National Basketball Association , Skiing, and Tennis.”
Tebow Scores Twice as High as No. 2 in the Sports BAI
The Sports BAI is one of a number of Leading Brand Affiliated Indicators that GLM uses to measure the influence of ‘branded individuals’ in fields as varied as Entertainment, Politics, Celebrity, Royalty, and the retired-yet-still powerful. The highest rated ‘branded individuals’ across fields include Lady Gaga, Justin Bieber, and, of course, the former Kate Middleton.
GLM has previous noted that the rapid rise of ‘tebowing’ as an English language word closely resembling the rate of adoption of the word Obamamania in early 2008. The first mention of ‘tebowing’ can be traced to the dramatic overtime victory of the Denver Broncos football team over the Miami Dolphins on October 23, 2011, when Tebow ‘took a knee’ in a moment of prayerful reflection.
The Sports BAI is one of a number of Brand Affiliated Indexes that GLM uses to measure the influence of ‘branded individuals’ in fields as varied as Entertainment, Politics, Celebrity, Royalty, and the retired-yet-still powerful.
GLM consultants employ its NarrativeTracker technologies for brand-affiliated tracking, forecasting, and analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture about any topic at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the top 75,000 print and electronic global media, as well as new media sources, as they emerge.
However Ranks No. 18 in the Global Print and Electronic Media
Austin, TEXAS. March 9, 2011. If it seems as if the actor Charlie Sheen has been everywhere you look or listen, from your smart phone to the Internet to your favorite social media site, you are correct. In an exclusive analysis released earlier today, the Global Language Monitor has found that Sheen tops all Internet and social media discussions with followed by the iPad, Lady Gaga, President Obama and Sarah Palin. Rounding out the Top Ten were David Beckham, Bill Gates, Julian Assange, Nicolas Sarkozy and Kate Middleton.
“If it seems as if Charlie Sheen is everywhere you look or listen , that is because it is true. He is everywhere and apparently everywhen,” said Paul JJ Payack, president and chief word analyst for the Global Language Monitor. “The growing pervasiveness of Social Media only enhances this Global Echo Chamber. However, when you insert an editorial process in between the news and the audience Mr. Sheen tumbles to No. 18, following the major newsmakers of the time.
Check the Reuters Story
The analysis was completed on March 8. The analysis focused on individual people and things (such as the iPad). Broader topics, such as climate change the Mid-East Unrest were excluded from the analysis. For this analysis, GLM analyzed the Internet, Blogosphere, and Social Media together. The Global Print and Electronic Media were analyzed separately. That analysis is discussed below.
The Top Twenty Persons of interest on the Internet and Social media list follows.
Queen Elizabeth II
Pope Benedict XVI
In the Top 75,000 Print and Electronic media sites Charlie Sheen ranks as No. 18, which shows what happens when you have an editorial process that helps discern which news is most significant for the reader. For those sites the Top Stories concerned Barack Obama, Nicolas Sarkozy, Hosni Muburak, Angela Merkel and David Cameron. Completing the Top Ten were Silvio Burlusconi, Julian Assange, Bill Clinton, Sarah Palin and lady Gaga.
The Top Twenty Persons of Interest in the Global Print and Electronic Media follows.
Queen Elizabeth II
Pope Benedict XVI
The Global Language Monitor uses a proprietary algorithm, the Predictive Quantities Indicator (PQI) to track the frequency of words and phrases in the global print and electronic media, on the Internet, throughout the Blogosphere, as well as accessing proprietary databases. The PQI is a weighted Index, factoring in: long-term trends, short-term changes, momentum, and velocity.
About Global Language Monitor
Austin-based Global Language Monitor is the pioneer in web-based media analytics. Founded in Silicon Valley, GLM collectively documents, analyzes and tracks trends in language usage worldwide, with a particular emphasis upon the English language.
GLM is particularly known for its Word of the Year, political analysis, college and university rankings, High Tech buzzwords, and social media analytics. One of its ‘algorithmic methodologies’ is the NarrativeTracker for Internet and social media analysis. NarrativeTracker is based on the national discourse, providing a real-time, accurate picture of what the public is saying about any topic, at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the print and electronic media, as well as new social media sources (such as Twitter).
For more information, go to www.LanguageMonitor.com, call 1.512.815.8836, or email firstname.lastname@example.org.
The Annual Analysis by the Global Language Monitor
Austin, TX February 8, 2011 – Kate Middleton, the commoner set to marry Prince William in Westminster Abbey on April 29th who is having a most uncommon effect upon the world of fashion, was declared the Top Fashion Buzzword of the upcoming season by the Global Language Monitor (GLM). Knock-offs of Kate’s royal blue Issa dress that she wore to her engagement announcement, sold out on-line within hours.
Kate dethrones Lady Gaga, the enigmatic performance artist, nee Stefani Germanotta, who fell to No. 2. MObama, Michelle Obama’s moniker as a fashion icon, moved back into the Top Ten after a lackluster 2010. Recently criticized for wearing an Alexander McQueen gown to a state dinner, MObama responded, “Look, women, wear what you love. That’s all I can say. That’s my motto.” This is the first time that three names broke into the top ten of GLM’s annual ranking.
Rounding out the top ten after Kate and Gaga were Sheer, Shirt Dresses, Sustainable Style, Articulated Platforms, MoBama, Stripes, and Monet Redux (flowers everywhere).
New York Fashion Week begins February 10th and kicks off the global calendar, immediately followed by London, Milan, and Paris.
“Fashion provides an oasis of personal expression to millions around the world in these sometimes troubling times,” said Bekka Payack, the Global Language Monitor’s Manhattan-based fashion correspondent. “Accordingly, the upcoming season will provide women with an eclectic palette of globally influenced fashion choices.”
The words were chosen from the global fashion media and nominated by key fashionistas from around the world. This exclusive ranking is based on GLM’s TrendTopper MediaBuzz technologies that track words and phrases in print and electronic media, on the Internet and throughout the blogosphere, now including social media. The words and phrases are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
The Top Fashion Buzzwords with commentary follow:
Kate Middleton – Kate dethrones Lady Gaga as the No. 1 fashion buzzword for the upcoming season, reaching a crescendo on the occasion of her April 29th wedding to Prince William.
Lady Gaga – Gaga’s global influence continues unabated especially among her ever-growing legions of ‘little monsters’ (reportedly surpassing the 8,000,000 mark).
Sheer – Translucent, transparent and transcendent again en vogue for the season.
Shirt Dresses – From the Upper East Side to 6th Street in Austin to LaJolla, California shirt dresses are everywhere (and everywhen).
Sustainable Style – Clothing made of recycled fabrics now entering the mainstream. Originally pioneered by Vivienne Westwood, known for her bold, elegant designs and eccentric personality.
Articulated Platforms – Move over Armadillos, platforms are taking on a life of their own, now to be found with every type of embellishments from McQueen inspired butterflys, to florals and feathers. What’s new? Flatforms.
MoBama – Moving up the list again after a lackluster 2010.
Stripes – Classic black and white stripes with striking mathematically inspired motifs.
Flowers Everywhere – Monet redux: As if Monet updated his water lily meme to the 21st c. catwalk.
Blocked Colors – Bright and bold, color blocks are ever so popular (and fashionable).
Edun – Mrs. Bono’s (Ali Hewson) line of ethical couture gets a boost with the Louis Vuitton for Edun bag.
White Shirts – Clean and crisp for a classic, say Aubrey Hepburn, look.
Fruit vs. Fruit Salad – Either way fruit is big (as are animals). Veggies? Not so much.
Leggins – Flourishing around the globe. Women voting with their feet, er, legs.
Anime – Anime inspired looks with big eyes and pursed lips; definitely not haute but hot, especially among young Asians.
That ‘70s Look – The Neo-Bohemian, updated from the ‘60s but cleaner and more refined.
Embellishments – Embellishments now encompass tassels, pewter, sequins and studs to anything else that works.
Black Swan – Natalie Portman’s adds to the ever-popular ballerina meme.
Yama Girls – Trekking outfits include fleece miniskirts brightly colored leggings and style-conscious boots.
Jersey Shore wear – Unsophisticated, tawdry, outrageous, And definitely not to be seen in polite company. But that’s precisely the point, isn’t it.
Global Fashion Capitals
Each Summer, the Global LanguageMonitor ranks the Top Fashion Capitals by Internet presence. New York has regained the title of World Fashion Capital of 2010, after being bested by Milan in 2009 according to the Global Language Monitor’s annual survey. Topping the list for 2010 are New York, Hong Kong, London, Paris, and Los Angeles. Milan, Sydney, Miami Barcelona and Madrid followed. This was the first time the two Iberian cities were ranked in the Top Ten.
Top movers included Hong Kong, Madrid and Melbourne. In the battle for the Subcontinent Mumbai again outdistanced Delhi, while Sao Paulo continued its leadership over Rio, Buenos Aires and Mexico City in Latin America. Top newcomers to the expanded list included No.17 Amsterdam, Nos. 23 and 25 Cape Town and Johannesburg, No. 27 Vienna and No. 32, Bali.
Spillcam is the Top Word, Anger and Rage the Top Phrase
and Chinese Leader Hu Jintao the Top Name
AUSTIN, Texas November 27, 2010 (Updated) – The Global Language Monitor has announced that Spillcam is the Top Word, Anger and Rage the Top Phrase and Chinese Leader Hu Jintao the Top Name of 2010 in its annual global survey of the English language. Spillcam was followed by Vuvuzela, the Narrative, Refudiate, and Guido. Deficit, Snowmageddon, 3-D, Shellacking and Simplexity rounded out the Top 10.
“Our top words this year come from an environmental disaster, the World Cup, political malapropisms, new senses to ancient words, a booming economic colossus, and a heroic rescue that captivated the world for days on end. This is fitting for a relentlessly growing global language that is being taken up by thousands of new speakers each and every day,” said Paul JJ Payack, President of The Global Language Monitor.
The words are culled from throughout the English-speaking world, which now numbers more than 1.58 billion speakers.
Methodology: The Global Language Monitor’s WOTY was conceived in 1999 as a way to create a cultural record of the year as reflected in the world’s current global language, English. Previous efforts were decided by small groups of academics or lexicographers; our idea was to reflect the words used by the world’s 1.5 billion English Speakers.
Accordingly, GLM monitors million of web pages on the Internet, Blogosphere, and social media in addition to over 80,000 print and electronic media sites. In this way we search for words that are the most relevant to various aspects of culture, such as world events (the rise of China, the South Asian Tsunami), politics (the election of Obama to the US Presidency), prominent deaths (Pope John Paul II, Michael Jackson), war and terror (Iraq, Afghanistan and the Terrorist Attacks on the US and London), film (Jai Ho!, Brokeback), sports (Beijing Olympics, South African World Cup), and the like. We then use our analytical engine to determine the number of citations for the words, their prominence, how quickly they are rising or falling in use, and the geographic breadth and depth (various forms of publication) of their use.
To immediately download an in-depth presentation of GLM’s algorithmic-based methodology, fill out the form on the upper left corner of this page.
To listen to “What’s My Word,” a game show developed by Austin’s NPR flagship station, KUT,to help review the top words for 2010, click here.
1. Spillcam — The BP Spillcam instantly beamed the immensity of the Gulf Spill around the world to the dismay of environmentalists, BP’s PR staff and the President.
2. Vuvuzela — Brightly colored plastic horns that first came to prominence at the South African World Cup.
3. The Narrative – Though used at least since The Narrative of the Life of Frederick Douglass in 1845, ‘The Narrative’ has recently been gaining traction in the political arena, virtually replacing the need for a party’s platform. (Cf. to ‘truthily’.)
4. Refudiate — Conflation of “refute” and “repudiate” (un)officially coined by Sarah Palin.
5. Guido and Guidette — Hey! All things Jersey are hot, capish? (Actually, capisci in standard Italian.)
Listen to Tracking 2010’s Most-Used Words, Names And Phrases
6. Deficit – A growing and possibly intractable problem for the economies of most of the developed world.
7. Snowmagedden (and ‘Snowpocalypse’) — Portmanteau words linking ‘snow’ with ‘apocalypse’ and ‘armageddon’, used to describe the record snowfalls in the US East Coast and Northern Europe last winter.
8. 3-D — Three-dimensional (as in movies) is buffo box office this year, but 3-D is being used in new ways generally describing ‘robustness’ in products (such as toothpaste).
9. Shellacking – President Obama’s description of the ‘old-fashioned thumpin’ in George W. Bush’s words, that Democrats received in the 2010 US Mid-term elections.
10. Simplexity – The paradox of simplifying complex ideas in order to make them easier to understand, the process of which only adds to their complexity.
Also Noted: (Spoken Only) Twenty-ten: Finally, a common way to refer to the year; Obamacare (noted as one of the Top Political Buzzwords).
The Top Phrases of 2010
Rank / Phrase / Comments
1. Anger and Rage – Characterizations of the US electorate by the pundits, though closer analyses has revealed more frustration and disappointment. Also witnessed in France, Spain and Greece.
2. Climate Change – (and Global Warming) No. 1 Phrase for the first decade of the 21st century; starts out second decade at No. 2.
3. The Great Recession – The media term frequently used to describe the on-going global economic restructuring.
4. Teachable Moment – Turning any undesirable outcome into a positive opportunity by using it as an object lesson. Unfortunately, there were a plethora of teachable moments in the first year of the new decade.
5. Tea Party — An emerging political movement in the US that has upset the balance of power in the US Congress.
6. Ambush Marketing – Cashing in at an event by taking on the appearance of a sponsor of the event. Most obviously displayed at the Vancouver Winter Olympics and South Africa’s World Cup 2010.
7. Lady Gaga — Gaga, herself, became a buzzword in the global entertainment industry in 2010.
8. Man Up – This election cycle’s signature retort from the women running for office to their male opponents.
9. Pass the bill to be able to see what’s in it — Speaker of the House Nancy Pelosi’s now infamous quip underlying the complexity of the Healthcare Reform legislation.
10. Obamamania — Notable only in it fall from grace; Obamamania now ranks at the bottom of this year’s political buzzwords.
Also Noted — Don’t Touch My Junk: One reaction to the TSA new search policies.
The Top Names of 2009
Rank / Name / Comments
1. Hu – President Hu Jintao, paramount leader of China. Rise of China was the No. 1 Story of the 1st decade of the 21st century; now Hu begins the second decade in the top spot.
2. IPad – With over eight million sold in a matter of months, the IPad is now a name on everybody’s lips. (Sorry, Steve Jobs, the IPads tests better than you.)
3. Barack Obama — President of the United States has had a tough sophomore year.
4. Chilean Coal Miners – The ordeal and heroic rescue is perhaps the top inspirational story of the year.
5. Eyjafjallajoekull – Does a name that no one can pronounce deserve a spot on a top name’s list?
6. Nancy Pelosi – Speaker of the US House of Representatives, presided over the passing of the healthcare reform bill and the decimation of her party in the Mid-term elections.
7. Sarkozy – Nicolas Paul Stéphane Sarközy de Nagy-Bocsa, the current French president, is attempting to re-define what it means to be citizen of the Republic.
8. Tea Party – Leaderless movement in US political circles, the center of much of the angst in the electorate.
9. Jersey Shore – Not quite the Cote d’Azure, The Shore, as the locals call it, is now known as a breeding ground for guidos and guidettes.
10. David Cameron and Nick Clegg – The leaders of the UK’s new coalition government.
Also Noted — Kate Middleton, recently engaged to Prince William.
Top Words of the Decade:
The Top Words of the Decade were Global Warming, 9/11, and Obama outdistance Bailout, Evacuee, and Derivative; Google, Surge, Chinglish, and Tsunami followed.
Climate Change was top phrase; Heroes was top name.
Seventh Annual Analysis by the Global Language Monitor
Austin, Texas, USA. September 10, 2010. The Global Language Monitor today announced that the BP Spillcam has topped dysfunctional, Guido, realityand nice as the Top Words from Television for the 2009-2010 season. Rounding out the Top Ten were rude, “drama at 10:00,” ‘Chicago-style politics,’ cross-over, and ambush marketing. The awards are annually announced at the beginning of the Fall television season in the US. This is the seventh annual analysis by Austin-based GLM.
“The Top TeleWords of 2010 encompassed an unintended ‘up-close-and-personal’ view to an unparalleled natural disaster, resonating sitcoms detailing the contradictions, foibles (and joys) of post-Modern life, a Super Bowl victory for the still recovering city of New Orleans, and more Guidos and Guidettes and one might encounter in a lifetime.” said Paul JJ Payack, President and Chief Word Analyst of GLM.
The Top Telewords of the 2010 season with commentary follow:
1. BP Spillcam — Provocative, engaging, riveting television delivered to all three screens (and possibly the worst PR nightmare of all time).
2. Dysfunctional – Modern Family: Would you expect otherwise from a series that sprang from the mind of Rev. Jim Ignatowski (Christopher Lloyd)?
3. Guido — Jersey Shore elevates Guidos and Guidettes into the mainstream; but one of several reality shows feeding viewers interest in all-things Jersey.
4. Reality – When Webster defined reality as ‘truth or fact, not merely a matter of amusement,’ he was obviously unaware of reality TV.
5. Nice – The word ‘nice’ is associated with Betty White over 1.1 million times on Goggle. Nice and vicious, dear.
6. Rude — Simon Cowell departs American Idol after a seven-year run; even the Queen has referred to Cowell as ‘caustic’.
7. “Drama at 10:00” – As Jay Leno said of the Late Night kerfuffle with Conan O’Brien, NBC ‘wanted it and they got it’.
8. Chicago-style politics – No we are not talking about Rahm Emanuel and the White House but rather The Good Wife.
9. Cross-over (as in crossover hit) – Nineteen-time Emmy nominee Glee’s cast album rocketed to No. 1 on the Billboard Chart.
10. Ambush Marketing – As advertisers begin to balk at the price of Olympic sponsorships, some are to ‘ambush marketing’ as was widely demonstrated during the Vancouver Winter Games.
11. Bressus: Fan-bestowed nickname for New Orleans Saints Super Bowl winning-quarterback’s nickname — the most watched Super bowl in years.
12. Asperger’s Disease – Temple Grandin’s lesser-known challenge in the eponymously titled biopic from HBO.
13. Lady Gaga –Stephani Germanotta is visible everywhere on global television over the course of the season.
14. The Pacific (War) — Most older folks are surprised to learn that the Pacific War was a different conflict than WWII.
The Top Telewords of previous years:
2009 – ObamaVision — All Obama, all the time, everywhere, followed by Financial Meltdown and the death of Michael Jackson.
2008: Beijing (from the Olympics), ObamaSpeak, followed by ‘facts are stubborn things’, ‘it is what it is,’ and Phelpsian.
2007: “Surge” from the Iraq War political and military strategy, “That’s Hot®” Paris Hilton’s popular expression that is now a registered trademark, and “D’oh!” from The Simpsons and The Simpsons Movie.
2006: ‘Truthiness’ and ‘Wikiality’ from the Colbert Show followed by ‘Katrina’, ‘Katie,’ and ‘Dr. McDreamy’.
2005: ‘Refugee’ from the coverage of the aftermath of Hurricane Katrina, followed by ‘Desperation’ from Desperate Housewives and ‘Camp Cupcake’ from the on-going Martha Stewart follies.
2004: “You’re Fired!” edged “Mess O’ Potamia” followed by “Girlie Men,” “God,” and “Wardrobe Malfunction”.