I'm fed up. At this point in my career, I'm tired of writing the most milquetoast, pushover, inoffensive, coddling copy that (seemingly) every brand wants to use in marketing and advertising communications.

"We help build solutions."
"Our people are our secret sauce."
"Customer service sets us apart."
"We're eco-friendly.

Every brand says this. These are no longer differentiators. Hell, they're not even table stakes. It's noise. It's clutter. It's also likely not true.

Where are the brands willing to draw a line in the sand and craft a genuine message that pulls no punches? Nike is the most overused brand example ever, but for the sake of argument, I'll use them. The tag "Just do it." is so iconic because it's commanding, direct language with a forceful message. It also points a finger at YOU, the audience. It's calling you out on your b.s. and saying enough is enough—no more excuses. Just freaking DO the thing you said you were going to do. It's not passive, placating filler like, "We help you do it." It's not, "We help our customers do the things they dream of doing." This example is also DECADES old, and brands still can't understand or commit to the language that makes empowering, bold, definitive brands. Break the fourth wall and just say what you want to say with your chest.

Of course there's going to be a difference between B2B and B2C, but trying to appease everyone with bland, ineffectual, say-nothing language is hurting you and the agencies you've entrusted to craft these messages—but you keep butchering with internal reviews. Sure, you offer customer service, but so does the entire world. Yeah, you might "care" about your employees, but even if you don't you're going to say you do. Let's say something that actually matters.

In 2025 - no more watered-down messages. Make less noise. Make a bold claim. Make it true.

Anyone else feel this way?