A number of folk have signed up to this simple pledge: not to use the b-word for the month of January.
Sure it's useful and sure it makes you feel (and seem to others) like a proper marketing bod, doesn't it? Not least because everyone else likes to use it because...well,...everyone else likes to use it because etc etc etc.
But the word itself is a sloppy metaphor for a whole bunch of stuff (much of which isn't entirely true) with the power to distract you from precise thinking, expression and action, (why 'build the brand' when you could be doing something really amazing with the service/product etc...?) so let it go...
I reckon this experiment is also going to be interesting because it'll show you the place where willpower, independent action and social influence meet: to start with it'll seem like you're alone foreswearing it and excluded from the game that everyone else is playing but after a while you'll see not only the benefits of precision but also that other folk are also foreswearing it, too
Come on, get in there!