12/01/2026
The Dictionary Finally Caught Up.
For decades, we’ve been told our English is "broken." We’ve been told to "speak properly" to be taken seriously in corporate or international settings.
But today, the Oxford Dictionary the main Oga at the top of English Language has officially added 'Mammy Market', 'Amala', and other Nigerian terms to their glossary.
We didn't need the dictionary to validate our reality. We knew what Amala was before they printed it, we been dey chop am before they sabi how to spell am.
But this proves a massive branding lesson: Influence dictates the Standard.
When you are authentic enough, loud enough, and consistent enough, the "Global Standard" is forced to expand to accommodate you.
The Lesson for Brands:
Stop diluting your identity to fit in.
Stop scrubbing the "Nigerian-ness" off your brand to look "International."
Stop forming "Turenchi" (big grammar) when your brand soul is local.
The world is tired of the bland. They want the flavor.
If Oxford can embrace 'Amala', your brand can embrace its roots.
