Driving down the road this morning and I noticed a mattress shop with signs up for their big promotion – they’re now “The Limber Liquidators.” Nice alliteration, but the truth is, they’ve made a serious blunder. After all I believe most of us would really like to be more limber, not less, and we’d certainly prefer not to make ourselves stiffer.
We all get meanings wrong from time to time. Let’s try to remember that consulting a $5.95 dictionary before spending big bucks on a campaign is time well spent. Also consider the other meanings of a word…do they run contrary to your message? Will you be the laughing stock of the ad world (and believe me, we all love to point out lunacy)?