The words we choose to use in commercial signage, advertising, and marketing materials mean something. That’s why we use them, to communicate a fact, an opinion, or perhaps some other message.
The use of certain words, can carry implied meanings too, some intended, and perhaps some unintended.
For example, yesterday Seth Godin wrote this about
VS. 
Almost four months ago now, I blogged about the filing of the Gatorade v. Powerade false advertising and trademark dilution lawsuit, here. At the time, some called Gatorade’s false advertising claims “dubious” and others chided Gatorade for biting Powerade’s bait to file suit.
Advertising Age has now reported about the recent court ruling addressing Gatorade’s request for an emergency preliminary injunction, here. For those of you who have been looking for a copy of the court’s interesting 54-page decision, it is available, here.
As you will see, the Court’s opening paragraph telegraphed its critical view of Gatorade’s claims:
This is a case about an advertising battle between two major consumer products companies over one company’s comparison of its beverage to human sweat. That company advertises its beverage by promoting its inclusion of certain electrolytes contained in sweat, and its competitor wants it to stop.
In short, G got an F in the courtroom. First, G failed to prove that any of the challenged statements were false or establish it was entitled to the requested emergency injunctive relief while the case works its way toward trial. Second, U.S. District Judge John G. Koeltl also found “frivolous” certain of G’s arguments relating to alleged irreparable harm. Last, G appeared to frustrate the Court by ignoring it made similar advertising statements about its own Gatorade Endurance Formula product, as late as a week before filing suit against Powerade. The “pot calling the kettle black” never plays well in the courtroom. I wonder who is doing the sweating now.Continue Reading G gets an F in the Courtroom: The Gatorade v. Powerade Case