It maybe a development of the Eddie (Eddie Stobart) spotting fad of many years ago but I find reading the sides of trucks to be quite entertaining on a journey. Sad, I know. Some years ago most of the transport companies became logistics companies, I noticed. Presumably, delivery drivers metamorphosed into logistics operatives.
Now it seems that most of the trucks or vans I follow have become solutions. Everything is now a solution. a few weeks ago I was trying to figure out what a “vehicle solutions” company might be. It turned out to be a car rental company. Now that, I understand. Recently I noticed a van emblazoned with “LAMPS – Lighting And Mains Power Solutions”. An electrician, maybe? Who knows – I certainly don’t. I’m sure that there must be something out there that is a logistics solution.
It’s not just trucks, either. Whilst visiting my friendly optician I parked in a car park where a large wheelie bin declared itself as, “Shanks – waste solutions”. I always thought a waste solution was dirty washing up water.
In an idle moment I investigated a little and came up with this delightful piece of modern marketing mumbo-jumbo from Knorr:
Knorr Total Soup Solutions systems enable you to capitalise on the growing popularity of soup by making soups available, visible and attractive to consumers … together with complementary toppings to customise your soup.
Ye Gods! Now we’ve got a “total soup solution” dispensing customised soup! I don’t know that I want customised soup at all, and particularly not dehydrated customised soup.
Incidentally, I wondered if customised should be customized so I leapt into the dictionaries. I couldn’t find it, either in Chambers or in a thumping big Websters. Curious!