It's goanna change your life forever!
Sitting in a meeting yesterday listening to a client say the same thing using the same words most clients use, I began to wonder to myself how utterly ungrounded we are in this industry. We really do over estimate the size of our roles in peoples lives. Hearing words like 'talk of the town' and 'win their hearts', you have to sit back and wonder to yourself 'have I ever talked or felt that way about a brand in my time on this earth?'. We read books like brand sense by martin Lindstrom who goes on to draw parallels from branding to religion. Almost every agency preaches its end benefit in unoriginal ways by using terms like 'Love' , 'Belief', 'Loyalty Beyond Reason'.
If we do indeed use such words in our daily interaction, taking a step back every now and then and gaining some perspective on the context might be a wise idea.
I believe it was John Grant who summed it up quite eloquently to a client once 'Mate its a f***ing biscuit'