… Next, look out for certain trigger words, which, if your brand consultant proposes them, mean he or she is unworthy. Innovation is a product-orientated word and worthless as a result. For every customer who tells you they bought your brand because it was the most “innovative one” I will give you a thousand quid. Remember as well that thousands of brands, badly advised by an army of shit consultants, have already claimed innovation as their own differentiating value, so the only way to be innovative is not to use the word. Words like “lifestyle” and “aspirational” mean absolutely fuck-all too and should tell you volumes about your consultant’s abilities to guide your brand. And if anyone from your consulting firm even starts to utter the dreaded words ‘integrity’ or ‘trusted partner’ stand up and run for the nearest exit.
Written provocatively, but absolutely on point.