A Monthly Meditation on Branding and Language
From Your Favorite Copy Shop, Editorial Emergency

#42: The Most Interesting Newsletter in the World

You may have noticed that we landed in your inbox a tad late this time. Blame it on a brisk travel schedule. In any event, savor this issue, which pours out effervescent praise for the Dos Equis ad campaign, skewers the term "webinar" and roasts the latest cheesy item on the Not Our Clients menu.

The Most Interesting Brand in the World

Image"He once went to a psychic ñ to warn her."
"His blood smells like cologne."
"If he punched you in the face, you would have to fight off the urge to thank him."
"Even watching him sleep has been described as breathtaking."
"His legend precedes him, the way lightning precedes thunder."

The above snippets of whimsy are all ad copy, as anyone familiar with Dos Equis' current, hugely successful campaign, The Most Interesting Man in the World, well knows.

The upscale beer's mascot, a gray-bearded, ultra-cosmopolitan man of mystery (portrayed by actor Jonathan Goldsmith) whose magnificence has awakened the inner fabulists in a fleet of copywriters, is a far cry from the usual TV dude hawking suds. In fact, his recurring catchphrase (uttered in floridly Latin-accented English) is, "I don't always drink beer. But when I do, I prefer Dos Equis. Stay thirsty, my friends."

Read the rest here.

Words We Loathe: Webinar Schmebinar

ImageI hate the word "webinar."

I don't mind "podcast" or "blogosphere" or "Wikipedia," and I happen to LOVE "netiquette." But there's something about "webinar" that produces a frisson of ickiness every time I see or hear it, an inward "ew."

A likeminded Facebook wag expressed this visceral aversion in naming the group he founded "Change the word 'webinar' to another word that doesn't trigger my gag reflex," "dedicated to the elimination of the word 'webinar' from a decent culture's lexicon."

Read the rest here.

Not Our Clients: Classical Gas Edition

So much for the glory that was Greece. Or grease, for that matter.

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Sparta must be behind this.

It just so happens that "apostrophe" is itself a Greek word meaning "the act of turning away." And if you've a mind to turn away from this atrocious misuse of an apostrophe, we fully understand.

Need another slice of publicly displayed linguistic mayhem? Check out the Not Our Clients pantheon. Got a hot mess of your own to share? This e-mail address is being protected from spambots. You need JavaScript enabled to view it If we post it, we'll send you an iTunes Gift Card, with which you might procure such jams as "The Greeks Don't Want no Freaks" "No Myth," or the Jason and the Argonauts soundtrack.

NOTE: Due to a snafu in our photo-processing department, we must ask the kind reader who submitted the image above to This e-mail address is being protected from spambots. You need JavaScript enabled to view it


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