Zen and the art of sales maintenance
example, Guinness have had a policy of using spiritual or religious language in trying to sell their product, viz ‘Pure Creation’ or the ‘Witnness Festival’ (Is this a gathering for true believers and, if so, in what?).
The latest attempt to colonise the language comes from Danone, with the introduction of a product called ‘Zen’, which is an ancient and revered spiritual tradition.
What is the company trying to say? That their product leads to spiritual realisation. Hardly; so why the association? Let them make up their own words and not try to milk religion for a few cent.
Needless to say, I am not commenting on the quality or worth of these products, only on the way they are presented to the public.
We deserve more from industry.
Declan Gould
10 Ardeevin
Ballinlough Road
Cork
