Speaking in tongues, whack logos, and other cliche’s of technology marketing.
March 12, 2012
San Francisco is the land of tech. This is where all those companies that advertise in airports live. You know whom I’m talking about. But do you know what they’re talking about? Sometimes it’s hard to tell from their ads. Even their names are an enigma. With all those “Q’s” and “X’s” and “Z’s.” And what funny logos they have, those swishes and swirls and crazy colors!
Many are important, big companies. Billion dollar companies. Fact is the modern world could not exist without them. We recognize a few, especially the ones that make hardware and, of course, that one with the cute Apple.
But the other ones.
Mostly makers of software, they represent the lion’s share of companies in Silicon Valley. No surprise some of them are my clients. Or will be, God willing. Hi guys. What’s up?
Do these creators of the hidden wow intimidate me? A little. I did not take computer science in college. The only code I know is the one I punch in the alarm system at home. But it’s not the technology that worries me. It’s the jargon. Especially when it comes to advertising messages. I do not use the word “solution” in every sentence. Or “optimize.” Or “data.” Must they?
In terms of tired imagery, technology has its pets, in particular the ‘Man and his Server.’ Like every cliché this one might have been cool the first 100 times. Now, it’s practically invisible.
I realize these businesses are not “consumer facing.” (Eek, there’s a phrase.) But that does not mean they have to talk to one another in code. It’s an ad for cool-ass software not a service manual.