Okay, that last one was us…
You see what we mean though, that could be a campaign. We’re trying to understand the trend. What’s happening? Is it clever copywriting, or a lazy word-sneeze?
Some commenters are firmly of the latter opinion. But we’re okay with it, mostly.
Mind Your Language
Language is something that continuously evolves. It shifts with culture changes, geographical movements of the people that use it, how it’s used and for a thousand other reasons. And right now it’s changing faster than ever.
There’s a conservative view of language that asks for it to never change. That asks that the whoms to who it may apply to always stick around and sentences are never, not never, built with double negatives or ended with prepositions in…
Some of you will have flinched at that last paragraph and maybe you’re the ones who won’t respond to taglines like ‘Experience Amazing’ (Lexus).
But it’s clearly working.
One of the early examples, Rightmove’s ‘Find Your Happy’, first launched in 2014, has seen a synonymous brand uplift and they continue with this strapline today, suggesting it’s still working pretty well for them.
And let’s not forget the forerunner of this kind of thing, Apple’s ‘Think Different’.
And brands are continuing to follow the trend, which means there are some positive numbers associated with the word twisting.