Hwyl

(This post is kind of a link to Granty and Mark's musings on enthusiasm and marketing. I know both have moved on a bit but this tickled me today)

There's no real translation for this common Welsh word, but you can be sure that the rugby commentators will be hoping to use it as often as they use the Irish equivalent, 'craic' (actually thought to be a corruption of an English word by some) when the 6 nations tournament kicks off at the weekend...

What does Hwyl mean then? Well, it can be a sail (!), or fun and banter (as in craic) or even just goodbye ("pob hwyl" as in "best of luck, cheerio!")

But it also means "fervour" or "enthusiasm" - the flavour it gives to a crowd or a team (or both) pulling together with passion and commitment in even the direst situations is what makes me claim it as a HERD word. It's about firing each other up to really do something...an infectious fervour and enthusiasm, best seen when 15 Englishmen appear on Welsh soil...

Here's some definitions from Welsh rugby players I found in an old copy of the Western Mail

Michael Owen, Wales rugby team:
"One word sums it up - passion."

Tom Shanklin, Wales rugby team:
"The way we play rugby, the way the crowd supports us and the way we try to express ourselves on the field."

Gareth Edwards, rugby legend:
"Joy, enjoyment and love. Atmosphere better described in Welsh than English."

Interesting kind of desired response for your brand's audience or your team, isn't it? To get each member to infect the others with fervour and enthusiasm for the fight against the common enemy...or something like that

Of course, to experience it fully, you have to be wearing a white shirt and lose in Cardiff...>