If you’ve visited the Brilliant Ink website, you may have seen reference to 10 words and phrases we’ve pledged never to use when developing communications materials for our clients. “Never” is a strong word, and I don’t mean to imply that we’re inflexible. Instead, it reflects our belief that words have power and meaning, and relying on trite sayings and meaningless corporate catchphrases means we’re not working hard enough to tell a dynamic story.
Without further ado, we present the first five words and phrases to avoid like the plague (the remaining five will appear in the next blog posting):
