No Cap: The Real Tea on Why Brands Fail at Slang

Go deeper and listen to this topic on my podcast: https://on.soundcloud.com/cT5Vjd5eFEo1A2aB7

Picture this: You're scrolling through your social media feed when suddenly, a post from a major snack brand pops up asking if they're "cap or no cap." You cringe so hard you nearly drop your phone. Welcome to the world of brands trying desperately to be cool – and failing spectacularly.

As marketers, we're constantly told to "speak the language of our audience." But when it comes to slang, that advice can lead us down a treacherous path paved with good intentions and bad executions. So before you start peppering your ad copy with "yeets" and "slay queens," let's dive into why slang is such risky business for brands.

Slang 101: Not Just Another Word in the Dictionary

First things first: What exactly is slang? It's not as simple as picking a word out of Urban Dictionary and calling it a day. Slang is a living, breathing form of language that serves a social function rather than just a linguistic one.

Think of slang as the secret handshake of language. It's not just about what you say, but how you say it, when you say it, and who you say it to. It's fluid, constantly evolving, and deeply tied to specific communities and contexts.

Take "on fleek" for example. This term for perfection or being on point was coined by Nicki Minaj in 2014, exploded in popularity, and then fizzled out faster than you can say "eyebrows on fleek." By the time Denny's was using it in tweets about pancakes, the cool kids had already moved on.

The Birth of Buzz: Where Slang Really Comes From

Here's something that might surprise you: Most slang doesn't come from teenagers trying to confuse their parents. It often originates in marginalized communities as a form of in-group communication and identity affirmation.

LGBTQ+ slang like "yasss queen" and "tea" came from ball culture. "Woke" originated in African American Vernacular English as a way to discuss awareness of social issues. Even seemingly innocuous terms like "cool" have roots in jazz culture.

When brands adopt these terms without understanding their history or context, it's not just cringeworthy – it can be seen as appropriation.

Why Slang Matters: It's Not Just Words, It's Identity

Slang isn't just about sounding cool. For many communities, it's a vital part of identity and even safety. "Friend of Dorothy" was a covert way for gay people to identify each other in less accepting times. Some social media subcultures create new slang specifically to evade content filters and censorship.

When your brand uses slang, you're not just adopting a word – you're stepping into complex social dynamics. That's a minefield you might not be prepared to navigate.

Brand Blunders: When Corporations Try to Hang

So what happens when brands ignore all this and dive headfirst into the slang pool? Let's look at some epic fails:

1. Denny's calling customers "bestie" on Twitter. Nothing says authentic friendship like a faceless corporate account, right?
2. Burger King UK tweeting "Women belong in the kitchen" on International Women's Day. They were trying to subvert expectations, but the slang-like casual tone backfired spectacularly.
3. Microsoft's AI chatbot "Tay" learning slang from Twitter users and quickly becoming racist. A stark reminder that context is everything.

The lesson? When brands try to "hang," they often end up hanging themselves.

The Slippery Slope of Slang

Here's the real kicker: Even if you manage to use slang correctly, you might be killing it in the process. When a term goes from niche to mainstream, it loses its edge. And nothing pushes a word into the mainstream faster than corporate adoption.

Remember when your dad started saying "bling"? That's the corporate slang effect, but on a massive scale.

Slang-proofing Your Brand: A Marketer's Guide

So how can you connect with your audience without falling into the slang trap? Here are some tips:

1. Know your lane: Authenticity trumps trendiness every time. Stick to language that aligns with your brand values and voice.
2. Listen more than you speak: Engage with your audience's language, but don't necessarily adopt it. Understanding is more important than usage.
3. Create your own language: Instead of co-opting existing slang, consider developing brand-specific terms. Think "McCafé" or Apple's "Genius Bar."
4. When in doubt, keep it classic: Clear, straightforward communication never goes out of style.

The Future of Brand-Speak

As social media continues to accelerate the slang lifecycle, brands will face increasing pressure to keep up. But the most successful brands will be those that resist the urge to chase every linguistic trend.

Instead, focus on developing a strong, consistent brand voice that resonates with your audience without trying to mimic them. Remember, it's not about being the coolest kid in school – it's about being the most authentic version of your brand.

Keeping It Real in a World of Linguistic Chameleons

At the end of the day, effective marketing isn't about using the latest buzzwords. It's about communicating your value proposition clearly and connecting with your audience genuinely.

So the next time you're tempted to call your customers "fam" or describe your new product as "bussin," take a step back. Ask yourself: Is this really us? Is this really necessary? And most importantly, is this really serving our audience?

Because in the world of brand communication, keeping it real will always be the ultimate glow-up. And that's no cap.