It amazes me how unoriginal our Industry is. Some bright spark catches onto - their opinion - a sexy phrase that describes something ordinary in our industry ...... and for the next 3 years everybody is echoing those words - ad nauseum ! Worldwide.
For example - like - "Marketing Collateral". I mean who the hell wants to replace a phrase that everybody, including clients understand - promotional literature. What's wrong with "product brochure" or "product pamphlet".
Cummon people. Grow up. Let's stop bullshitting clients. Surely the value of our service is in the quality of the work we do, not the way we dress it up?
Plain language people. Lose the attitude and the snappy, irrelevant powerpoint credentials presentations.
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