Valerie Merahn Simon serves as a senior vice president at BurrellesLuce and is a regular blogger for BurrellesLuce Fresh Ideas.

The other night, as I read through a certain news release for the fifth time, I began humming a slight variation to an Avril Lavigne song.

Why do you have to go and make things so complicated?
Writing like I know about or care about your jargon
has me frustrated
Brands like this, you
Create stress, make a mess
You confuse and dilute
What you say, please turn it into honesty
Promise me I’ll never gonna hafta translate it

Understand that my plea on behalf of consumers everywhere is not a charitable request. (more…)