One of the worst things marketing has done is destroy the meaning of the English language.
I don’t mean with their desperate attempts to make their slogans and tropes part of popular vernacular – though that is also true – I mean it in terms of them literally and consistently destroying the meaning of words.
Over the years, I’ve seen all manner of examples …
From positioning a new brand of toilet cleaner as an innovation.
To claiming a new flavor of ‘Chicken Tonight’ is revolutionary.
And just recently, the most 80’s of 80’s band, being promoted as a symbol of rebellion.
Don’t get me wrong, I like Duran Duran.
Hell, back in my session guitarist days, I even played with Simon Le Bon … but even when they went through their ‘Wild Boys’ macho phase, they were about as dangerous and rebellious as Paddington Bear.
What the hell are the people behind this thinking?
Do they actually think Duran Duran are a badge of rebellion or is it more a case of them suggesting you’re a rebel if you actively choose to wear a shirt that does not feature the name of a modern music icon emblazoned all over the front?
If that’s the case, then I must be Satan personified. Or I was, prior to losing weight – hahaha.
But regardless of the reason, they’re either gaslighting, exploiting or as delusional as fuck.
What next, the color beige gets branded as controvertial?
Or maybe green ‘Starbursts’ get called confrontational?
Or possibly the entire marketing industry claims they are dangerous-as-fuck?
To paraphase Ronald Reagan and Lee Hill [who made his comment in relation to companies who have to overtly state and explain why their company, product or campaign is revolutionary/innovative/rebellious or even effective] …
“If you have to explain it, you’re probably not it”.