Word choice matters in branding and communication.  This isn't new.  Mark Twain wrote, "The difference between the right word and the almost right word is like the difference between lightning and a lightning bug."

When President Obama recently said "We are on the precipice of health reform" it was a prophetic word choice, since a precipice is a cliff with a steep drop a toe's-length away.  The word often signifies "the brink of a dangerous situation."

Scott Brown's upset win in Massachusetts fueled use of the word "pivot" among politicians and pundits.  You can't listen to the news anymore without someone talking about "pivoting" from healthcare to jobs.

Chef Emeril Lagasse popularized the word "Bam!" to communicate an instant, gratifying result in cooking.  Move over "Voila!" which meant the same thing but with less sauce!

One of my favorite new words is "frenemies," which describes a relationship combining elements of friendship and enmity.  Apple and Google are now corporate frenemies, since they collaborate on some products and compete on others.

Words matter because, in addition to meaning, they communicate background, mood, sensitivities and even what century you're living in.  From naming a company or a product, to writing an ad or brochure, your choice of words can make the difference between success and almost success.