Out of Scope Issue #138: Silence is a Hard Word
Plus: The Dangers of Industry Jargon and the Power of the Comma Placement.
Happy Friday! This week, we observe the growing call for silence, particularly on polarizing issues with no connection to companies and brands, among other things. But first..
š”ON OUR RADAR
Adweek challenged B2B marketers to rethink how they develop and communicate messaging. The article explored how industry-specific jargon, commonly designed to inspire, is driving a wedge between brands and audiences. It's a great reminder that plain language is often more powerful and effective than buzzwords.
In a year dominated by machine-generated content, BeingReal, and a general atmosphere of falsehood permeating culture, Merriam-Websterās word of the year was revealed to be āauthentic.ā The selection comes as a reminder to us that amidst changing conditions in the information landscape, keeping it real might mean everything. Looking ahead to 2024, itās important for brands and communicators to remember that peopleās doubts about reality are sharper than ever.Ā
What happens when Amazon airs an NFL game on the biggest shopping day of the year? Well, it turns out to include a chaotic combination of advertisements, QR codes, a post-game concert, and more as the consumer giant attempts to introduce āa new American holiday tradition.ā Fast Companyās recap serves as a valuable exploration into the evolving landscape where entertainment, commerce, and societal reflections convergeāelegantly or otherwise.Ā
š”ON OUR MINDS: Silence is a Hard Word
Image: Wall Street JournalĀ
In a world of incessant commentary and instant responses, organizations often find it challenging to acknowledge a simple truth: sometimes, people prefer zero commentary.Ā
This week, New York Magazineās Intelligencer published an article arguing that institutions, including schools and businesses, should refrain from making official statements about national and global events.
Citing instances where statements on polarizing issues, most recently concerning the Israel-Hamas war, have resulted in internal strife and protests, the Intelligencer argues that these statements can actually do more harm than good.
Even Chick-Fil-A, a fast-food giant nearing $19 billion in sales, faces a delicate balancing act to sustain growth. Despite recent changes, such as hiring a VP of DEI and promoting a 'culture of belonging,' some still perceive the chain as serving chicken sandwiches with a side of political conservatism drenched in the past.Ā
When a brand has no immediate or inherent connection to a social issue, the long-term impact of taking moral stances on current events can lead to lasting reputational damage.
š„QUICK HITS:Ā
In case you missed these reads.
Shein files for an IPO as it ventures into a broader marketplace. Can their social media savvy and trend-predictive algorithms help them compete with Amazon?
United Airlines is on the brink of transforming its advertising business by tapping into passenger data for unprecedented expansion.
Mortadella for a charcuterie board? Groundbreaking! Italian sliced meat is back in vogue after decades confined to the societal backburner.
In case you needed a reminder of the subtle power of the comma placement.
Thanks for reading,
HL
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This weekās newsletter is brought to you by The Empire State Building, where architectural majesty meets an impeccable taste in music.Ā