Finally, there are the words with inbuilt flawed assumptions. Step forward all those plans aiming to encourage ‘active engagement’, make ads more ‘persuasive’, ‘force reappraisal’, ‘strengthen the brand-consumer relationship’, ‘drive brand loyalty’, and so on. These words all sound harmless enough, but the assumptions and principles built into them are flawed. That means they knock marketing effectiveness off course. By and large, people don’t want to ‘actively engage’ or have ‘strong relationships’ with brands, advertising or even ‘consumer generated content’. And they don’t need to for marketing to be successful. Communication can work without ‘persuasion’ or ‘reappraisal. In fact, it needn’t actually ‘communicate’ much at all. And as we’ve said before, brand loyally is loudly an irrelevance.