brand glossary: jargon

Jargon is the use of complicated, made up (coined), or abbreviated terms (such as acronyms) in place of commonly used everyday words. Jargon can stand for an industry-wide term that’s used within organizations, but rarely know by everyday consumers, they are terms coined to express a proprietary system or process inside an organization, or they are shorthands used for efficiency. Jargon is derided by many because its overuse can be perceived as a person or brand trying too hard to sound experienced or knowledgeable. The challenge with jargon for a brand is that it can be unappealing and confusing, and gets in the way of creating genuine connections with people.