Bad Word Pairs #009

“Ownable Look”

This is a mostly trite and redundant term used by those in the creative field who maybe wish they could have been stars in the advertising world.

It’s some sort of buzz word which suggests to your client that you understand them better than they do, and that you want to make something stand-out, something that pairs a unique aesthetic with the brand.

But, isn’t that the very point of creative advertising? To make something that stands out, that people will remember, that will sell more product?

It’s kind of like telling a customer at a bakery that you’re going to make the bread tasty and doughy.

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