Comments on: Brand Speak – Understanding the new Language of Brand http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/#utm_source=feed&utm_medium=feed&utm_campaign=feed Musings on brands and branding Wed, 08 Feb 2012 04:37:18 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: david http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/comment-page-1/#comment-666 david Thu, 21 Jan 2010 11:07:12 +0000 http://www.trulydeeply.com.au/madly/?p=1456#comment-666 Jonathan, couldn't have said it better myself. Jonathan, couldn’t have said it better myself.

]]> By: Jonathan Geach http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/comment-page-1/#comment-665 Jonathan Geach Thu, 21 Jan 2010 10:17:05 +0000 http://www.trulydeeply.com.au/madly/?p=1456#comment-665 Love to hate. ;) No okay let me rephrase that; I just think people who use jargon are wankers, and agree - they can be very funny. Love to hate.

;)

No okay let me rephrase that; I just think people who use jargon are wankers, and agree – they can be very funny.

]]> By: david http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/comment-page-1/#comment-664 david Thu, 21 Jan 2010 08:04:46 +0000 http://www.trulydeeply.com.au/madly/?p=1456#comment-664 Jonathan, Agree with all your points, only I wouldn't use the word 'hate'. I find it amusing and sometimes quite creative. Putting the list together was great fun, and if viewed that way the brand speak can be harmless. Hope you got some enjoyment from the post. Jonathan,

Agree with all your points, only I wouldn’t use the word ‘hate’. I find it amusing and sometimes quite creative. Putting the list together was great fun, and if viewed that way the brand speak can be harmless. Hope you got some enjoyment from the post.

]]> By: Jonathan Geach http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/comment-page-1/#comment-663 Jonathan Geach Thu, 21 Jan 2010 06:52:20 +0000 http://www.trulydeeply.com.au/madly/?p=1456#comment-663 I hate brand jargon, it's used for all sorts of different reasons: 1. I don't know what I'm talking about so I'll cover it up with jargon. 2. If I make it sound too obvious I'll never be able to charge a lot for it. 3. My brief to the agencies doesn't sound "professional" enough. 4. Our proprietary brand processes are better (more expensive) than the competitors and they require our own vocabulary. 5. I didn't go to collage just so I could use plain English and be understood by anyone. 6. All professionals use jargon, don't they? Any other reasons? I hate brand jargon, it’s used for all sorts of different reasons:

1. I don’t know what I’m talking about so I’ll cover it up with jargon.

2. If I make it sound too obvious I’ll never be able to charge a lot for it.

3. My brief to the agencies doesn’t sound “professional” enough.

4. Our proprietary brand processes are better (more expensive) than the competitors and they require our own vocabulary.

5. I didn’t go to collage just so I could use plain English and be understood by anyone.

6. All professionals use jargon, don’t they?

Any other reasons?

]]> By: Domma http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/comment-page-1/#comment-436 Domma Wed, 02 Dec 2009 22:41:41 +0000 http://www.trulydeeply.com.au/madly/?p=1456#comment-436 Dave, what a ripper blog – I love it! Particularly the definition of Brand Acceleration and Hackintosh. Dave, what a ripper blog – I love it! Particularly the definition of Brand Acceleration and Hackintosh.

]]> By: david http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/comment-page-1/#comment-434 david Wed, 02 Dec 2009 21:59:52 +0000 http://www.trulydeeply.com.au/madly/?p=1456#comment-434 Kirk, Great blog. I think it's a combination of brand strategists wishing to differentiate themselves, but also responding to the way clients and the media love a creative handle. Kirk, Great blog. I think it’s a combination of brand strategists wishing to differentiate themselves, but also responding to the way clients and the media love a creative handle.

]]> By: Kirk Phillips http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/comment-page-1/#comment-430 Kirk Phillips Wed, 02 Dec 2009 18:09:23 +0000 http://www.trulydeeply.com.au/madly/?p=1456#comment-430 Great collection of mumbo jumbo. I think this speaks to the desire of brand consultants to differentiate themselves by creating new words and phrases to describe their own philosophies and processes. Sadly, by inventing their own language, they create confusion among clients. I made a similar observation about the multitude of terms used to describe the concept of "brand essence" in a post at http://bit.ly/7SJ5BO Great collection of mumbo jumbo.

I think this speaks to the desire of brand consultants to differentiate themselves by creating new words and phrases to describe their own philosophies and processes. Sadly, by inventing their own language, they create confusion among clients.

I made a similar observation about the multitude of terms used to describe the concept of “brand essence” in a post at http://bit.ly/7SJ5BO

]]> By: Derek http://www.trulydeeply.com.au/madly/2009/11/30/brand-speak-understanding-the-new-language-of-brand/comment-page-1/#comment-414 Derek Sun, 29 Nov 2009 22:41:49 +0000 http://www.trulydeeply.com.au/madly/?p=1456#comment-414 Here's a few more: Urbany Urban culture is the culture. Extreme urbanisation, in 2010, 2011, 2012 and far beyond will lead to more sophisticated and demanding consumers around the world. (F)luxury Closely tied to what constitutes status (which is becoming more fragmented), luxury will be whatever consumers want it to be over the next 12 months. Mass Mingling Online lifestyles are fuelling and encouraging 'real world' meet-ups like there's no tomorrow, shattering all cliches and predictions about a desk-bound, virtual, isolated future. Eco-Easy To really reach some meaningful sustainability goals in 2010, corporations and governments will have to forcefully make it 'easy' for consumers to be more green, by restricting the alternatives. Embedded Generosity Next year, generosity as a trend will adapt to the zeitgeist, leading to more pragmatic and collaborative donation services for consumers. Maturialism 2010 will be even more opinionated, risqué, outspoken, if not 'raw' than 2009; you can thank the anything-goes online world for that. Will your brand be as daring? Here’s a few more:

Urbany
Urban culture is the culture. Extreme urbanisation, in 2010, 2011, 2012 and far beyond will lead to more sophisticated and demanding consumers around the world.

(F)luxury
Closely tied to what constitutes status (which is becoming more fragmented), luxury will be whatever consumers want it to be over the next 12 months.

Mass Mingling
Online lifestyles are fuelling and encouraging ‘real world’ meet-ups like there’s no tomorrow, shattering all cliches and predictions about a desk-bound, virtual, isolated future.

Eco-Easy
To really reach some meaningful sustainability goals in 2010, corporations and governments will have to forcefully make it ‘easy’ for consumers to be more green, by restricting the alternatives.

Embedded Generosity
Next year, generosity as a trend will adapt to the zeitgeist, leading to more pragmatic and collaborative donation services for consumers.

Maturialism
2010 will be even more opinionated, risqué, outspoken, if not ‘raw’ than 2009; you can thank the anything-goes online world for that. Will your brand be as daring?

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