How Marketing Killed Language …and How Poetry is Resurrecting It
By Justin Foster
The corporate world is full of so much banal language that it makes day-old cold gravy seem exotic.
This linguistic lethargy stems from a cocktail of ignorance and indolence. It's easier to regurgitate the same ol’ shit than to mine the depths of creativity. As such, brands end up sounding like some variation of Ben Stein, Michael Scott, or the suburban dad who uses modern slang to try to sound cool.
One of the worst habits of brands is the use of nebulous filler words like “more”, “better”, “matters”, “service”, “value”, “quality”, and countless other examples. Verizon wins the prize with their “Better Matters” campaign. Which is sad because their “Can You Hear Me Now?” was brilliant.
Another bad language habit is attempts to sound clever or hip. Pizza Hut’s slogan is cheesy on all levels: "No One OutPizzas the Hut". What the hell does that mean?! And after outpizza-ing yourself at Pizza Hut, you can use Charmin toilet paper to “Enjoy the Go.” Yikes.
It wasn’t always this way.
Back in the days before mass media, when boots lasted longer than most cars, brands like Red Wing, Stetson, and Filson weren't just slinging products; they were weaving narratives, courtesy of the literary world's bright young things. Imagine that—brands and budding Hemingways breaking bread together! This wasn't just ad copy; this was artistry. Giants like F. Scott Fitzgerald, Salman Rushdie, Helen Gurley Brown, and James Patterson honed their word crafting on the millstone of marketing, proving that commercial writing wasn't just about peddling wares; it was a crucible for literary talent.
The Power of Poetry
The power of poetry lies in its brevity, its punch, and its ability to squeeze the infinite into a droplet of ink. It's linguistic alchemy, turning the mundane into the sublime. Brand poetry borrows this wizardry, ethically enchanting the minds of the audience and creating emotional bonds that transcend the transactional.
Poetry's power also lies in its ability to distill complex emotions and experiences into concise, evocative, and original language. Brand poetry resonates deeply for the same reasons as classic poetry. Through rhythm, rhyme, and metaphor, it creates a spiritual connection with the audience that opens the mind and heart. A brand is a complex adaptive system with many interconnected and interdependent parts. Brand poetry makes this complexity more compact, easier to understand, and more inspiring.
Southwest Airlines is highly adept at using turns of phrase, which is a form of poetry.
“You are now free to move about the country”
“Without a heart, it’s just a machine”
And even using “LUV” as their stock ticker symbol.
It’s also interesting to note that most conscious brands don’t use slogans. But they do use beautifully crafted words to communicate their essence. Examples include Patagonia’s “Don’t Buy This Jacket” campaign, REI’s “Go Outside” message, Etsy’s "Keep Commerce Human" and Nike’s legendary mantra “Just do it.”
Brands that practice brand poetry have very high standards for every element of human-facing copy (which is pretty much all the words a brand uses). I love that BMW’s owner’s manual incorporates language that is appealing to each Enneagram type.
So, what separates, broadens, and elevates a brand’s lexicon? Consciousness. The language that a brand uses reflects its level of consciousness. This is why conscious brands speak eloquently, clearly, and artistically. Conscious brands treat language like a sacred relic, polishing each word until it gleams with purpose. They wield words like a poet wields a pen, with intention and grace. A conscious brand’s words aren't just heard; they're felt in the soul.
“Marketing Ruins Everything”
This is a phrase I’ve said or written hundreds of times - especially in front of CEOs and marketing leaders (which is why I probably don’t get invited to speak at marketing conferences). The first thing marketing ruins is language. Let’s break down why …
Today, we're flooded with information from mass media, which now shapes our language mostly in negative ways. With so much content being made just to get attention, the quality of our language is dropping, losing its depth and richness. Further, it is becoming impossible to regulate honesty in marketing. Not only because of the difficulty nuancing between true information and disinformation but just the sheer volume of marketing bullshit.
We are now in the Too Much Information Age. Everywhere you look, someone is screaming for your attention—blogs, social media posts, videos, podcasts—each vying to be heard over the din of the digital cacophony. This relentless push for attention has inevitably led to a compromise in quality. Language, once the vessel for nuanced expression, is now often reduced to clickbait and soundbites, hollowed of depth and meaning; serving only the craven needs of the marketer, not the consumer.
Marketing automation has been the main amplifier of the Too Much Information Age. Automating marketing promises efficiency and scalability. Yet, for all its potential, it often results in a depersonalized, one-size-fits-all approach where messages are devoid of human touch. The language becomes a casualty, stripped of personality and reduced to formulaic insipidness designed to trigger impulse, not emotions. Further, it encourages a “blunt force trauma” approach to marketing that is exhausting for all involved.
The digital age of media gave birth to algorithms, the invisible puppeteers of audience manipulation. Tailoring content to our projected biases, marketers ensnare us in echo chambers where exposure to diverse expressions and ideas is limited. Language is not just dumbed down but also homogenized, stifling creativity and originality.
Tracing back to Edward Bernays, the father of societal gaslighting, the manipulation of public opinion through psychological tactics has reached new heights. Language is weaponized, leveraging subconscious triggers to influence behavior. This manipulation not only undermines the authenticity of communication but also erodes trust, as language becomes a tool for deception rather than connection.
Yet, amidst this wasteland of words, AI emerges as a beacon of hope. Far from being the harbinger of doom for language, AI has the potential to rejuvenate it. With capabilities to analyze vast datasets of language, AI can uncover insights into authentic communication patterns, helping brands craft messages that resonate on a human level. Moreover, AI’s ability to learn and adapt can lead to the creation of content that is both diverse and deeply personalized, heralding a new era where language is enriched rather than eroded. While AI can certainly improve the overall language of a brand, it will not replace true creativity that comes from the soul. Which is exactly the point. Brand crafters will be freed to focus on the poetry aspects of brand language and will use AI to create context, explain concepts, provide examples, and so much more.
The path to salvaging the sanctity of language in the face of mass media's onslaught lies in conscious effort and innovation. Brands, content creators, and marketers must prioritize authenticity over manipulation, creativity over quantity, and human connection over automation. In doing so, not only can we preserve the richness of language, but we can also forge deeper, more meaningful connections with our audiences.
Let's not forget: at the heart of every tweet, post, and ad copy, there's an opportunity to elevate language from mere words to a form of art that touches souls and moves hearts.
The future of language in our media-saturated world isn't written yet, and with AI's help, we have the power to script a narrative that reveres rather than reviles the very essence of human communication.
And that is the essence of Brand Poetry.
Finding your muse
The most profound poets don't just write; they listen to the whispers of their souls. They find beauty in stillness, embracing blank spaces and silence as gateways to profound creativity. It's in these moments of quietude that they connect with their inner muse—intuition. This connection is not reserved for the chosen few; it's accessible to all who are willing to silence the cacophony of the everyday and tune into the subtle frequencies of their inner voice.
Activating your inner muse requires a bold step away from the familiar shores of conventional language. It demands that you mute the logical chatter of your left brain to amplify the intuitive whispers of your heart. Here, creativity flourishes, and brand poetry is born.
While the collective intelligence of your audience can serve as a powerful muse, it comes with its caveats. The trap of pandering to audience expectations—giving them what they want to hear instead of conveying your true message—is real and stifling. True brand poetry arises from a place of authenticity, from saying what needs to be said, irrespective of its popularity. It's about leading the conversation, not echoing it.
The unmistakable sign of having connected with your muse, be it inner or external, is a visceral, bodily reaction to your own words. This limbic resonance is your compass, guiding you towards expressions that not only resonate with you but are also potent enough to elicit strong responses from your audience. Whether it sparks curiosity, admiration, or even dissent, the impact of your words is a testament to their power. True brand poetry doesn't whisper; it reverberates, challenging perceptions and evoking emotions.
In the realm of brand poetry, the goal is not merely to be heard but to be felt. When your language stirs something primal within your audience, prompting them to see the world through a new lens, to feel deeply moved, or even to disagree passionately, you've achieved more than communication—you've made an impact. Brand poetry, at its core, is about forging a connection that transcends the mundane, turning every message into an opportunity for a profound, shared human experience.
Why diversity creates the best brand poetry
Boring language is the result of an addiction to sameness - a pervasive issue with brands with PMS (pale, male, and stale).
Boring language isn't just a symptom of laziness; it's entrenched in the power dynamics of traditional corporate hierarchies. When individuals in positions of authority grow accustomed to their words being heeded without question, the incentive to craft compelling, engaging language diminishes.
The antidote to this malaise is diversity. But this isn't merely about ticking boxes for social labels; it's about embracing a multitude of voices, experiences, and backgrounds. Diversity in the language of your brand means tapping into the collective intelligence of a broad spectrum of individuals who embody the essence of your brand. It's about recognizing the value of varied perspectives and how they can enrich the narrative tapestry of your brand's communication.
To truly revolutionize brand language, we must look beyond conventional markers of diversity to include a diversity of thought, behavioral profiles, and neurodiversity. Tools like the Enneagram or understanding behavioral dynamics offer insights into the multitude of ways individuals perceive and interact with the world. Catering to neurodivergent audiences, for instance, isn't just an act of inclusivity; it's a strategic move. Language that resonates with neurodivergent individuals often brings a level of clarity and engagement that benefits all audiences.
In conclusion …
Like all things related to consciousness, shifting from marketing bullshit to brand poetry requires courage. It requires a long commitment to being different, to listening, to speaking boldly, clearly, and evocatively. Your audience deserves this. Just one sip of brand poetry will quench them from the bone-littered desert of what used to be a noble field.
Note:
We offer a 1-day workshop for executive teams and marketing leaders to understand, learn, and implement brand poetry. In addition to the concepts laid out in this article, we also cover:
Understanding the science of language
Authenticity and storytelling as brand practices
Creative use of language and rhetorical devices
Playing Bullshit Bingo with your marketing language
Leveraging AI
Refining and honing the first 15 seconds of your language
If you are interested in having us blow the minds of your executive team and marketing leaders, book a call here.