Comedy imitates life (or at least branding)

I thought this was funny: Creative Review's spoof new identity, with an accompanying text using ludicrous jargon, apparently culled from real brand consultants. ("Our unique 3D marque - which we have christened the MaRble® - employs premium cues including the addition of vitreous accents denoting excellence and quality..." and so on.)

But it was made particularly piquant by the fact that just the day before, I'd seen this on Brand New:



The accompanying jargon is less outre, but runs along the lines of, "We needed to create a modern and distinctive look which signals where we are going as opposed to where we have been."

Hmmm: an abstracted globe... the word "distinctive"... I smell a paradox.