We have a use case using Elasticsearch that seems pretty standard, but 
we're having a hard time solving.

Say we have an index with products in it, each having a brand. This field 
contains both the analyzed version as well as a raw version for 
faceting/aggregation. So far so good.

Let's imagine these values for different brands, spread across products:

A
Bob
bOok
C
D

So far so good - now we do a simple terms aggregation on brand.raw with 
ordering set to _terms in ascending ordering.

What comes from this is all the uppercase versions first, and "bOok" at the 
bottom of the list. I fully understand why this is the case, but to my 
experience, this is unatural to most people. Especially concerning brand 
ordering, where many brands use stylized casing of their brand name - but 
you don't really want them listed any different ordering wise. What I would 
expect of ordering, is the ordering listed above in my example (A, Bob, 
bOok, C, D).

Does anyone know a way to actually make this happen, or has some 
suggestions as to the direction we could look in achieving this?

Thank you.

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