Announcing last week a new can design for one of the world’s biggest and most well-known lager brands a company spokesperson said:
"It's… a contemporary visual for beer drinkers." He went on to note that the design is "very bold but also not too bold. It says we are a confident brand but also not too in your face."
"Very bold but not too bold"?
"Confident but also not too in your face"?
Presumably the beer is refreshing, but not too refreshing. Tasty, but not delicious. Good quality but not too good quality.
Perhaps the lucky elite in marketingland get to attend some secret academy where they learn to talk like this.
Because normal human beings don’t. Certainly not ones who want to be taken seriously.
Please marketingland. Talk normal.
an august advertising publication
image via Aaron Mitchell at http://mindofmitchell.com