My miracle worker, Felicity, was having a bit of a rant today about how some people go over the top with some words, So I’ve asked her to vent her spleen here…

One of the things I dislike most about marketing is the overuse of buzz words. It seems the latest of these is “iconic.”

Recently, I was listening to the radio and in the space of one advertising break, I heard it used 3 times. Count ‘em – 3!

There was an online clothes store called “The Iconic”, so it was a bit hard to avoid using it in that context.

There was a car which apparently has “iconic views”. What does that even mean?? A really cool view from the window? What does that have to do with the car?

Worst of all, there was a car yard which mentioned its “iconic” location in South Melbourne. Oh, please. I’m not even going to dignify that with a comment.

The online Oxford Dictionary tells us the definition of icon is “A person or thing regarded as a representative symbol or as worthy of veneration”. The Sydney Harbour Bridge is an icon. Marilyn Monroe was and is an icon.

So take a look at your own marketing efforts. Are you using buzz words that mean nothing, just to make your product or service sound good? If you are, then I suggest you find other words that really tell your customer what they need to know in simple, truthful words. Maybe then you’ll have a truly iconic marketing campaign – or more importantly, one that works gangbusters.

If you’re looking for some words that mean recognisable but not iconic then www.thesaurus.com suggests these… Please take the “star” off!!

  • observable
  • discernible
  • noticeable
  • perceptible
  • definite
  • measurable
  • marked
  • sizable
  • substantial
  • significant
  • detectable
  • apparent
  • clear-cut
  • estimable
  • evident
  • healthy
  • large
  • manifest
  • material
  • obvious
  • perceivableIcon jumpsuit
  • plain
  • pronounced
  • sensible
  • tangible
  • visible
  • distinguishable
  • goodly
  • ascertainable
  • good-sized

And here’s pictorial proof too.