1. They don’t understand what they’re up against. They misapprehend the challenge. They incorrectly assertain the obstacle.
Okay, I’ll just say it: They don’t really know what they’re doing.
2. They know exactly what they’re doing and they want to control your advertising. They want to make themselves indispensable by controlling important elements in your style guide.
Don’t build your future on a distinctive identifier that you do not fully control. Use your own voice. (Especially if it really, really doesn’t belong on the air.)
The more you don’t belong, the better you stand out.
Roy H. Williams