My miracle worker, Felicity, was having a bit of a rant today about how some people go over the top with some words, So I’ve asked her to vent her spleen here…
One of the things I dislike most about marketing is the overuse of buzz words. It seems the latest of these is “iconic.”
Recently, I was listening to the radio and in the space of one advertising break, I heard it used 3 times. Count ‘em – 3!
There was an online clothes store called “The Iconic”, so it was a bit hard to avoid using it in that context.
There was a car which apparently has “iconic views”. What does that even mean?? A really cool view from the window? What does that have to do with the car?
Worst of all, there was a car yard which mentioned its “iconic” location in South Melbourne. Oh, please. I’m not even going to dignify that with a comment.
The online Oxford Dictionary tells us the definition of icon is “A person or thing regarded as a representative symbol or as worthy of veneration”. The Sydney Harbour Bridge is an icon. Marilyn Monroe was and is an icon.
So take a look at your own marketing efforts. Are you using buzz words that mean nothing, just to make your product or service sound good? If you are, then I suggest you find other words that really tell your customer what they need to know in simple, truthful words. Maybe then you’ll have a truly iconic marketing campaign – or more importantly, one that works gangbusters.
If you’re looking for some words that mean recognisable but not iconic then www.thesaurus.com suggests these… Please take the “star” off!!
- observable
- discernible
- noticeable
- perceptible
- definite
- measurable
- marked
- sizable
- substantial
- significant
- detectable
- apparent
- clear-cut
- estimable
- evident
- healthy
- large
- manifest
- material
- obvious
- perceivable
- plain
- pronounced
- sensible
- tangible
- visible
- distinguishable
- goodly
- ascertainable
- good-sized
And here’s pictorial proof too.
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