Regular readers of Wordability will know just how much I love Mitt Romney. And no, that is not a political statement at all, merely an acknowledgement of how many times linguistic issues seem to have followed him around during this lengthy election campaign.
But does the campaign finally have the new word that will prove decisive? I wrote at the start of the year about how individual words have the power to win elections, with Change helping to lead Barack Obama to glory four years ago.
So far in 2012, no word has quite emerged as decisive. Mr Romney has tried, but Obamaloney was poor. Instead, he has constantly found himself at the mercy of linguistic disasters not of his own making, while phrases like 47% and Binders Full of Women have dogged him.
And now, it looks like the President has cracked it. In a speech in Virginia, Mr Obama characterised his opponent’s ability to change his mind and position on key issues as ‘Romnesia’.
And it worked. The crowd loved it. More importantly, the Twitter crowd loved it. It trended madly on the network immediately, and has quickly established itself as a hashtag to be appended to anything even vaguely anti-Republican.
It’s a great neologism. It makes you think of Romney. It makes you think of forgetting. And it encapsulates the character flaw that Mr Obama wants to draw attention to. It could do for this election what flip-flop did for George Bush against John Kerry by becoming the word which crystallises the campaign and leads to eventual victory.
Have I overstated this? It’s hard to say. In the minds of the undecided voters, one new word can stick. And finding that key new word which is never forgotten could ultimately make the difference.