Hello Genesis !

As navigation links are always shown as the links, you need to make some transformation there. 

1) Create the new point of menu in Studio->Navigation app. Every menu point usually has the id like bx-menu-toolbar-item-Zetix point (if you create it in System->Member Toolbar menu with Zetix name).

2) Put to the Studio->Designer->Injections->Head area the following code:

  $( document ).ready(function() {

    var oNew = $("#bx-menu-toolbar-item-Zetix");

    var sText = oNew.text();

    oNew.html(sText);

});

Or you may apply your Javascript / Jquery solution.