When Should You Use Your Own Language

Spot on Scott!

I am a big proponent of 'there is no such thing as an original idea, just original executions of the idea'

We really can't blame the marketers if they ride with the popularity. It is their way of gaining customers.

Chris

I see this from the marketer side as well as the brand side. Using a phrase, tagline or something of the like coined by another brand gives the recognition to the other brand. Any time I see a “Got XXX) I say to myself Got to get a new copywriter. Bringing it closer to home, What Happens in Vegas, Stays in Vegas, was brilliant however has become so overused that I think copycat.

On the other hand, when marketers use terms that they learn about, that are not necessarily industry standards, it generally is to show people they are in the know. The caveat to that is that if enough people use the term, it becomes industry standard and if you are not using it then it can be perceived that you are not up to date on what is going on. This is of course if the person or people using the term truly understand what they are talking about and not just spewing out terms to make themselves look smart.

There is a balance and seeing where you fit in is what this comes back to. A brand needs to identify themselves and not copycat where marketers using terms that they understand and make sense is being part of a community.

@SuzanneVara

Just do it.

I think it best to use your own language whenever possible. It's okay to write from others' perspectives or capitalize on their words if it's the conscious point you want to make. As Matt says, you have to find an authentic voice, it's how you're going to stand out and differentiate yourself.

Hi Jonathan,

You're right. Fortunately when writing, as with a blog, you have the luxury of using links to help provide the explanation. It's like using an acronym. The first time you use TGIF (Thank God It's Friday), you need to make sure the explanation is right there in parentheses.

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–>What do you really care about? Is its price or quality, or you just following the general trend? You know what are you thinking in your heart!

Creating tag lines by drafting in the wake of others does evolve the language. Which, for society, is a good thing. The person breaking through the waves, though, often becomes annoyed and … sues. Ugh.

Trademark litigators live — and thrive — in this turbulence. You creative types need to know how that dispute will be resolved. Not the outcome, mind you, just how our system thinks through smoothing the waters. A good court case that clearly explains the process is at http://bit.ly/1mXfSJ . Start at page 8.

Twitter @dnball

When I first read this I saw “When Should You Use Your Own Luggage” and couldn't figure out where this was going until I reread the title. I typically use my own my own luggage for all required occasions. Language on the other hand, I'm not so sure what my language is yet. In the meantime, I like what you have to say so I'll speak it. ;)

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I can't agree more.

thanks

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like the space.