5 Dirty Advertising Words

A recent BusinessWeek article by Steve McKee posits that the following 5 words - Quality, Value, Service, Caring and Integrity - no longer hold any meaning for consumer and therefore are useless in ads.

Over at Danavan.net, Dana makes his case that these words are as relevant as they ever were.

I come down a little closer to Mr. McKee's side of the fence. In my industry, local reators are all touting how much integrity they have and how honest they are in their ads. It's losing it's meaning. There are no shortcuts to building a brand. It is a long, slow, tedious process.

Read both and draw your own conclusions...