Brand Jargon That Makes Our Eyes Bleed

If we hear “synergize” one more time…

Let’s be honest… some brand and marketing language was made to sound smart, not to actually do anything. Complexity isn’t clever. It’s a tactic. And in our world of money and marketing, complexity is the enemy of progress.

We’re not saying strategy doesn’t matter because it does. But when your plan is too complicated to execute, you might as well file it under “ideas we never implemented.” That’s why we take a simple, practical approach. One that actually gets done.

So in the spirit of keeping it real, here’s a list of corporate and branding jargon that we technically know how to use… but we’d rather not:

“Let’s circle back.”

Translation: I’m avoiding this conversation.
What we say instead: “Let’s revisit this later if it’s good enough to remember.”

“We need to build a robust ecosystem.”

Translation: We have no idea what we’re actually building.
What we say instead: “What’s the one thing your customer needs from you right now?”

“Low-hanging fruit.”

Translation: I haven’t thought this through.
What we say instead: “What’s one easy win we can knock out today?”

“Thought leadership.”

Translation: I post a lot, but no one knows what I do.
What we say instead: “Let’s say something useful, or let’s not say anything at all.”

“We’re creating an omnichannel brand experience.”

Translation: We’re overthinking it.
What we say instead: “Make it easy for people to find you and buy from you. Everywhere they already are.”

“Brand DNA.”

Translation: We spent 6 months and $60k on a brand guide no one uses.
What we say instead: “What do you stand for, and can your audience feel it in 3 seconds?”

“Disruptive innovation.”

Translation: Buzzword bingo.
What we say instead: “What problem are you solving, and why does it matter?”

We’re not above these phrases—we’ve said them, heard them, and even written them (hello, brand decks). But we’re committed to cutting through the noise. Less fluff. More action.

Because at the end of the day, strategy means nothing without execution. And we’re here to help you do both… without the B.S.