About six years ago I was sitting down with Billy, a linguistics professor, talking about the renaissance of the web and how it could come to be the 'dominant type of media' - a horrible expression but you get my point. Billy's response was typically simple but profound as he pointed out the dominant media would always be what we were doing at the time - having a conversation. It was a remark which stayed with me. Today, one of the greatest marketing challenges for brands is to use the conversational language of their customers. Which is ironic. Because contrary to some popular belief marketing people are in fact human - and also customers. But the barrier remains and indeed grows as the conversation economy goes stellar. In the manifesto Johnnie and I have written, Co-Creation Rules, we make the point by saying that corporates and brands must Get Vernacular, which is a nod in the direction of the ever correct Doc. I have found the best way to illustrate this is to compare two reports of a football match that took place between Arsenal and Blackburn at the beginning of the year. The first is from Arsenal's official-but-dull site which reported that, "Many teams would have buckled under those circumstances but Arsenal rolled up their sleeves, stayed true to their footballing principles and ran out worthy winners". The second report is from Arseblog, the AFC mega-blog, which said of the game, "If you were walking down the street and you saw two buses about to explode, for some reason, and one bus contained a squadron of killer robots who were going to give everyone on earth the plague after they shagged everyone’s wife, and smeared poo all over your freshly painted house and the other bus contained the Blackburn Rovers football team and you had to save one, then there’s no question we’d all get the black death and have stinky walls." Hugh hits the same territory here as does James Governor here.