Category Archives: Spin

You Have To Tell Me Something To Sell Me Anything

Colin McKay over at Canuckflack continues meeting the high expectations we all have for his blogging output. This post, Marketing Tagline for Morons, puts an example of useless and confusing marketing rhetoric under the microscope and finds substance severely lacking.

Cribbed from Colin’s post:

“If electromagnetic waves can penetrate walls, imagine what they can do to your skin”

– spotted at a Clarins makeup counter at Macy’s

Umm – the same thing they do to walls – nothing?

What really got me about this was I had put my friends through a rant on the very same subject over the weekend. We were playing poker & using a set of corporate-sponsored cards. The cards were emblazoned with the company’s slogan: Delivering Sustainable Value.

That’s it. Oh, there was a logo & website URL as well. I naturally don’t remember what the URL is and have only a vague recollection of the company name. I’d imagine that recall (or lack thereof) is pretty common. The thing that stood out for me was the tagline. That may even have been what was intended.

The problem? The tagline is totally meaningless. How do they deliver value? Who judges it to be sustainable? Who is this valuable to or how does one determine its value? I can’t answer any of those questions…and if I can’t you haven’t told me anything. You’ve just assaulted me with utter drivel.

Bad Marketer. Bad.

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