A brand should strive to own a word in the mind of the consumer, according to number five of the 22 Immutable Laws of Branding by Al and Laura Ries.

So what’s the first word that you’d associate with a popular hair product that has this on its packaging:

Our unique formula, blended with Australian Wild Peach extract, gently cleanse to help protect coloured hair.  The indigenous Australian’s use to grind Wild Peach kernels up to use as a form of hair conditioning oil.

Spotted the errors? Cleanse instead of cleanses. Wrong use of an apostrophe. Use rather than used to. I won’t go on.

This awful paragraph does nothing to sell the brand to me.  It simply shows the importance of a good sub editor!