There’s nothing like a bit of marketing bullshit to invigorate your day.
You know the kind of stuff I’m on about: “I need a cradle to grave solution pronto – I want you to shoot for the moon but let’s not boil the ocean on this one amigos, we simply don’t have the bandwidth”…
I’m delighted to report that in my relatively short experience with my current employer I don’t see much of this (other than when agencies pop in to pitch for some business and the occasional chai latte).
So imagine my surprise when I received a draft communication recently from one of our own Marketing boys about a new product he wanted to let everyone know about, which contained the following line:
“…as part of our overall drive to dial up the volume button on our value pillar and to make value core to our brand this year across all channels…”
On the whole, the draft was actually a beautifully written piece and got the message across perfectly until this sliding tackle from behind left me with no choice but to reach for the yellow card.
My modest contribution to improving this line was to simplify the text by removing the offending words, leaving:
“…as part of our overall drive to make value core to our brand this year across all channels…”
Hands up anyone who thinks the volume button and value pillar will be missed?