A recent case study on how WD-40 was launched in Germany introduced me to the “signifigance trouser” The company was Mayer de Groot.
This is a serious study and the results were very good.
Winston Churchill said: “Use simple words that everyone knows, and then everyone will understand”
The current vogue of inventing your own language to make others think you are clever will have to end soon. It is becoming a nonsense.
Ref: Simon Caulkin writing in the Financial Times: Swap the management-speak for plain English