Mark Ritson, a commentator in Marketing Week, is a rare beast. He speaks his mind, is not afraid to offend, and is rarely wrong.
His latest column takes on branding consultants - pretty much all of them.
His seven signs of a crap branding consultant will be familiar to anyone working on marketing and business development - and no more so than in professional services.
From millennials and trigger words (innovative, client focused), to Maslow's Hierachy of Needs and trademarked 'special methodologies' - there is no escape.
And whilst Mark has picked on the branding consultants, he could have quite easily picked on social media, sales, and, gulp, PR people.
Your portable toilet business has nothing to learn from Steve Jobs, and if a consultant even mentions Maslow’s Hierarchy of Needs you should kick them out of the door.