SPEAKING THEIR LANGUAGE: How Brands Win with Group Lingo

What do you call a man who’s nearly home? 

Hamish.

If you’re grinning right now, you’re probably Scottish. 

And if you’re not, let me explain—because this wee joke actually says a lot about connecting with audiences...

I was driving through the Scottish highlands last month and saw the sign of a letting agent, ‘Hamish Homes’. Immediately I thought they were missing a trick by not playing on this old joke:

‘Hamish Homes – You’re nearly home’

You see, in Scots dialect, the word ‘home’ is often pronounced ‘hame’, so to be described as ‘Hamish’ (home-ish) would theoretically mean that you are almost home.

It’s a silly joke. But it got me thinking about how we can use local or group language to appeal to target audiences, and why this can be so effective.

Establishing an Ingroup 

The most effective marketing goes beyond simply promoting a product; it creates a sense of belonging, forming a “tribe” or an in-group connected by a resonance with the brand’s identity and mission. When people feel like they’re part of something larger – an exclusive club, a shared identity, or a movement – they are more likely to engage, support, and stay loyal to the brand over time.

If you know your target audience well, and there are linguistic peculiarities associated with them, playing with such language can help to strengthen the connection between your brand and your audience. As the sociolinguist William Labov wrote:

“Social bonds are formed, maintained, and developed by the language we use, and our choice of language often signals our identity and loyalties to certain groups or communities.” 

The Power of a Laugh

Humour in marketing is particularly effective because laughter triggers a dopamine spike, helping a brand lodge itself in the prospects memory. But with local or group humour, this effect is even stronger; the joke only ‘lands’ with those who are in the know, creating a bond between the brand and its audience. Much like a private joke between friends, the fact that some people will not understand it only strengthens the connection between those who do.

Continuing with the Scottish theme, I remember once seeing a campaign by the iconic soft drink Irn Bru, with the tagline, “Yer maw loves it”. Playing on the great Scottish tradition of ‘yer maw’ (‘your mum’) jokes, as well as colloquial Scottish spellings, this advert means little to outsiders but resonates deeply with Scots. Not only does it use a humorous – and undeniably cheeky – cultural in-joke, but it also positions Irn Bru as a brand that’s distinctly and unapologetically Scottish, reinforcing its appeal as part of the local culture. 

In short, when used authentically, local humour can foster a unique bond with regional audiences.

The Expansion of Linguistic Groups

Linguistic differences are traditionally most obvious along regional or class lines—think of cockney rhyming slang in the east end of London, or the ‘RP’ accent imbued in the elites at the British boarding schools. However the internet has expanded these boundaries, making it possible for in-group language and slang to be shared by people who aren’t defined by location. Language patterns, jokes, memes and slang that once belonged to specific places, generations or cultures now resonate with audiences connected instead by interests, values, and broader identities.

For example, in 2021, the subreddit r/WallStreetBets shocked the world with the GameStop stock saga, where everyday investors drove up the price of arguably worthless GameStop shares in a collective effort to disrupt and democratise traditional finance and challenge hedge funds betting against the stock. This viral event popularised terms like “diamond hands”, “to the moon”, and “hold the line”—language used on the subreddit to encourage people not to sell under pressure. 

Tapping into Linguistic Trends—and the Risks

Robinhood, the trading platform widely used by many involved in the GameStop frenzy, initially embraced this ‘democratised’ finance ethos in its branding. Its stated mission became to “democratize finance for all”, tapping into the sense of collective power and accessible trading that had been integral to the WallStreetBets movement.

However, Robinhood’s decision to restrict trading on GameStop during the frenzy – apparently to mitigate damage to traditional financial investors – led to backlash from these newly empowered retail investors. Although the platform initially spoke to this grassroots movement by leveraging the language of democratised finance, its actions ultimately conflicted with the in-group culture of defiance and empowerment that r/WallStreetBets embodied. This incident shows how brands trying to align with in-group language must also align their actions with the values that language conveys to avoid appearing out of touch or hypocritical.

Additionally, no one wants to sound like a ‘boomer’ trying to be ‘down with the kids’. Microsoft demonstrated how delicate this strategy can be when it tried using Gen Z slang – “So #LitFam”, “Stay Woke”, and others – in its marketing. The attempt backfired as people mocked the brand online for trying too hard, creating distance instead of connection with the audience it wanted to reach. When brands use language that doesn’t naturally align with their identity, they risk coming across as forced and ultimately inauthentic.

Final Thoughts

If a brand can use language that resonates with its target group, it can build trust and connection with its audience. But this has to be done authentically and consistently, aligning with the brand's actions and values—or it risks coming across as hollow, even manipulative. In the end, language that truly speaks to a group is about understanding, not just imitating.

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