My younger daughter discovered branding, as so many little girls do, at the tender age of two. It was at this juncture that she decided McDonalds (The Lellow M) was a good thing. And thus the pester power ramped up in our house.
My wife and I had made a conscious decision that we would try to avoid, or at the very least hold off on the introduction of, another major little girl brand – Barbie. But guess what? The Mattel corporation had a bigger marketing budget than me. Another battle lost.

But at the age of six, my little cherub started fighting back. We were watching a DVD and she tut-tutted in irritation as the Dolby logo and the three (count them – three!) production company logos (all complete with their own ferociously impressive orchestral soundtrack) unfolded on our screen.

“What are those stoopid things Daddy? They’re on all the DVDs and they take aaaaaages!”
“Well pet, they’re called logos. They’re the pictures that the clever people who make all the movies use to tell us who they are.”
“But Daddy, I don’t care who they are, I just want to watch my movie. Wizzh them please Daddy.”
(In our house, ‘Wizzhing’ is playing back a scene at 4X or 8X speed.)

“I don’t care.” At six years of age. Ouch.

What is the thing marketers fear most? Irrelevance. In my little angel’s mind, production company logos are not just an irrelevance; they are an irritation and she punishes the offending logo by wizzhing it with her perfect little thumb. Ouchety-ouch!

Your challenge with your CV, cover letter or application form is to avoid the wizzh and remember, hirers don’t have Pixar’s latest offering waiting for them on page 2, so if you give them any inclination to wizzh, it really is game over. (My elder daughter recently started muting the TV when advertisements appear on the screen. I pity the poor sap who applies for a job with her in years to come …)