Why Is There A Maven For Everything Now?
The word certainly isn’t new, but why does it suddenly seem to be cropping up everywhere?
Is Yiddish the new black for marketers? “Maven,” meaning “expert, connoisseur, or authority,” is emerging as one of the hottest brand names of 2018. A hotel, a smartphone, a streetwear line and a private wine club have all adopted “maven” as a moniker this year.
Of course, “maven” is a piece of the mamaloshen, the mother tongue, that penetrated the mainstream long ago, like “schlep,” “chutzpah“or “kvetch.” Why the maven wave now?
“Brand names are always a reflection of the culture’s current psychology,” mused Shawn Amos, Los Angeles-based partner and chief creative officer of the branding firm Hudson Cutler. ”‘Maven’ really speaks to what we’re wanting at the moment, doesn’t it? Which of us isn’t hungering for some expertise right now? A maven has deep knowledge and understanding, which seems in short supply. It also has gender fluidness. A maven could be any size, shape or sex.“
Melanie Welsh, creative director of the New York communications firm The Door, agrees. “Collectively, we’re grappling with the notion of expertise: Who can be an expert? How and when is expertise valued? Is expertise always beneficial, or can it be a hindrance at times? With so many questions, it makes perfect sense that we’re looking for new words to help us navigate this shifting landscape, and latching on to ones that put us on solid ground,” she said.
To help you become a maven on Mavens, here’s a primer on the hottest new brands: