Corporate
In a Nutshell
Corporate refers to the brand appearing serious, orderly, reliable, and compliant with certain standards. In theory: a trust-inspiring structure. In practice: sometimes a safe zone that kills ideas.
What It Really Means
The word "corporate" is heard often in agencies. It's usually used to mean "don't be too creative," "let's not take risks," "make it look more serious."
Being corporate isn't a bad thing. But the anxiety of appearing corporate sometimes destroys a brand's vitality. It makes everything risk-free, colorless, and average.
When work is "very corporate" it may inspire trust. But when it's too corporate, it may attract no one's attention.
Corporate can be a frame that tidies up the brand. But when used wrong, it's a heavy lid that closes over the idea.