I went shopping yesterday with my wife: she needed some new reading spectacles and was after some “off-the-shelf” ones from the chemist. And she struck lucky, found some she liked, looked good in and could see through. Probably all the right boxes were ticked.

But the crowning glory was that they were: “Readilite Aspheric Lenses”. Wow! That nailed it – just what we were looking for.

But what on earth does that mean? Why did someone in the marketing team of the glasses company think that adding a sticky label onto the glasses with that message would increase sales.

Similarly – some disposal razors I found at home yesterday were described on the packet as having extra grip. GRIP! Who needs grip on a razor, you’re shaving an overnight growth, not a deep pile carpet.

So why do they do it? Is it because they have to say something when in fact they’ve got nothing to say?

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