Branding Lazy Language

Let’s cut to the chase: words matter. The bon mots and everyday language that we use speak volumes about who we are and how we are perceived. Flabby words bring down even the most buff brand profile. And there’s more bad news–this affliction is contagious. Butchered usage has a seditious way of ingratiating its way into our personal lexicons– and POOF! All of a sudden it’s perfectly acceptable to say things like:

"Submit for decisioning" — Found this as a button on a major credit card site.

"Gifting"– is it just me, or does this take take all of the fun out of generosity?

"Golfing" — last time I checked, "golf" was a noun.

"Went missing" — this is right up there with nails on a blackboard or chewing tinfoil for me. A favorite with over-gelled, wet-behind-the-ears local newscasters; so prevalent (ouch!) that it is almost de rigeur in polite company. What’s wrong with "disappeared" or is it just too hard to spell?

So, c’mon people. Spit out those lazy ‘ings’ and make your mouth (and your brain) work just a little harder. Your brand will thank-you–as will I.