Crap Slogans

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No brand is complete without a crap, ungrammatical slogan.

You might expect that people whose living is made from the creation and maintenance of ‘brands’ might, as a point of personal pride given their awful choice of gainful employment, have even so much as a flimsy grasp of the mechanics of the language in which their trade is plied.

You might expect them to want to create brand constructs that don’t set the teeth on edge or have their potential customers mentally correcting their howlers.

You might. But you will be disappointed. Because the essential component of a modern brand is a nonsensical slogan, usually consisting of a verb and an adjective.

Drive confident.
Eat fresh.
Live strong.
Think different.
Leave happy.
Play thirsty.
Think small.
Travel well.
Fly right.
Be direct.
Think smart.

It doesn’t take much to correct any of these, of course. But we shouldn’t have to, any more than we should have to explain communication essentials to anyone who engages as follows:

How are you?

Yeah, I’m good.

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