No fancy terminology and silly buzzwords.

Good article on language/branding.

(By Paul Bennett, Creative Director of IDEO, "recently ranked 15 in The Boston Consulting Group's 'World's 25 Most Innovative Companies'."

"The hardest thing that marketers and brand managers have to do right now is simplify. Marketing and branding need to get back to first principles -- people, feelings, stories, and things. Tangible things. Not weird words. And for all of us agencies out there, we need to feel more confident that actually the best thing we can do is to tell it simply, both to the organization we're working for and ultimately to the consumer.

... So, how do we get there? It's all about creating more confidence. Confidence in the fact that the insights we gather at the start of the process are robust, inspiring, and above all, true -- the days of finding clever "spin" and myth behind things are over. "

Entire Business Week article