Here's your least favourite clichés. Keep them coming, we must embarrass those letting down the world of B2B marketing into doing something original.
Do you have cliché? Why not submit it to us!
View the top 10 Clichés
The 'We can guide you through' approach
Two people working together to get where you want to go.
The water droplet
Marvel at the impact a single drop of water can have on the whole pond. Still favoured by financial firms who want to signify how liquid they are. Fortuitously, it's also quite a nice metaphor for how the sub-prime tsunami spread from a single street in Detroit to engulf the entire world in its waves of economic devastation.
thinking outside the box
What this means is that somebody bothered to think at all. The box bit can only refer to non thinkers.
The cliché within a cliché #2
This is a recruitment staple rather than B2B.
It features an owl on a chessboard.
The headline is 'Make a smart move.'
The fork in the road
'Oh which way to turn, which way to turn, what a dilemma' we assume everyone cries. Grow a pair, get your brain in gear and make some insight-informed decisions.
The Banana Skin
We'll help you avoid any slip ups.
Avoid one right away by steering well clear of possibly the oldest cliché of them all - and the 'creative' agency that proposed it.
The use of a whiteboard to communicate what's on your mind. Tired? Bored? Depressed? Write it down in black marker on a whiteboard and let the world know.
Winners in every way: Crossing the finishing line is one of the most pops