Maybe I’m a culture snob. Maybe I’m just reading into social media too much, but when brands start to use the word, “fleek”, it really bothers me. I can admit that Taco Bell, and iHop are two of my favorite brands online, but I still hate it.
I think it’s reaching. I think that brands can’t really grasp their own personal voice, and that bothers me. Seriously, will brands just converge to whatever is popular online for the next 100 years just to reach the youngest, hippest demographic?
I thought that was the point of having a brand. You would set yourself a part from other brands with your particular voice. But if you’re getting your voice from teenage girls, then you have a huge problem.
Perhaps I’m over stating it. I am a writer so maybe I think the use of new slang tactic is lazy. Don’t get me wrong, I think throwing in a little current slang is awesome. However, Nike doesn’t use new slang. Apple doesn’t use new slang.
I think brands will have more powerful social media messaging and staying power if they find their voice and keep it modern and current.
Why spend so much time on finding and developing a brand voice for a voice that changes every month? Are brands trying to have a different identity online? Am I being over critical? Probably.
Either way, millennials are aware when brands are trying to be the cool parents, so do us a favor, and don't.