Revolting word of the moment: “branding”
April 7, 2008 5 Comments
“Branding” is such an overused verb these days. “Re-branding” seems to be the solution for any product/person/place that is somehow faltering. A few examples:
“Re-branding is a new approach to quality service.” [PanArmenian Net]
“Be Berlin?: The ‘poor but sexy’ city starts re-branding” [Gridskipper]
“The successful outcome of branding is the creation of an instant recognition and emotional connection with desired audiences.” [USC Upstate]
It is a word that signifies style over substance; in fact, it infects substance with an inane style that does not respond to a problem. For instance, taking the first example, would quality service really be solved by “re-branding?” If there is a problem with service quality, does not that speak to the need to actually address what is going wrong in the service chain rather than trying to spin things as going right because the brand has been re-done?
What I fear in my near future attempt to be a journalist is that I will get sucked into the world of marketing language, a meaningless vortex of outward sheen and inner vagueness.
From USA Today last year:
‘Meanwhile, the country is attempting to rebrand itself with the slogan “Colombia is Passion.” ‘
Has it worked?!!
My sentiments exactly!
May I add “Veepstakes” to the list of revolting journalistic words?
Worse than marketing language for journalism is the stifling simplicity of language you have to use if you’re under the yoke of the AP style, which is why, I guess, marketing language abounds in journalism–everybody gets it.
BTW, I have put up my first post in nearly two months:
“The Alcoholic And The Torture Victim”
As a journalist, I cringe at the thought of AP Style as an insufferable yoke that stifles my creativity and turns me into a marketing-speak hack. I don’t see it that way. AP Style is just a model for consistency in journalistic stories. Poor writing is something that comes from within the reporter.
On a somewhat related note, check out this site: http://killthecliche.com/ It not only rates how frequently journalists use cliches, but actually calls out the guilty journalists’ bylines. Brilliant!
And congrats on your acceptances, Elaine! Good luck making a decision!