Number 6 on my Ten Be’s of Better Branding. is well illustrated by this cautionary tale of what happens when you don’t observe and absorb. We’re living in an abbreviated world. The internet and texting is infecting our language with commonly known abbreviated shorthand. Except, maybe it’s not so commonly known.
A friend’s mom thought she was expressing sympathy in an email to someone who’d received news of a tragic loss. While she meant “Lots Of Love,” she was unaware the rest of the world knows LOL means “Laugh Out Loud.” Slightly different message.
Bath and Body Works is similarly unaware. This point-of-sale display in one of their stores left me chuckling. They didn’t know the slang meaning of BBW. Go Google BBW. You won’t find Bath and Body Works. Instead, you’ll find something truly LOL.
Of course, it’s possible Bath and Body Works was engaged in BE #10: Be Playful. Doubt it. There’s no mention of BBW anywhere on their site or stores. Even so, I doubt there’s an optimization plan on earth able to overcome the term’s commonly known meaning.
Be aware of your world. A simple Google search can help you avoid similar mistakes. FYI.