The word everyone uses, and no one hears
What is the most used word in Danish business's description of itself? We have counted in the website texts of 297 Danish brands. At the top is "solutions", and right behind it comes the rest of the vocabulary that everyone uses, and that is exactly why no one hears.
The top list
We have counted fifteen of the most worn-out words in business language in the brands' own front-page and about-us texts. Four in ten brands offer "solutions". Just over a third are "sustainable", as many deliver "quality", and a third highlight their "experience". Then follow professional, unique, leading, flexible, passionate and innovative. The words know themselves.
The typical brand uses two of the fifteen classics. But one brand in four uses five or more, and at the other end stands a smaller group of just under one brand in five that uses none of them at all.
The words are not wrong. They are invisible
Let us be fair: there is nothing wrong with quality, experience or flexibility. The problem is a different one. A word that four in ten brands use about themselves can no longer carry information. The reader does not register it as a claim but as wallpaper. And wallpaper convinces no one.
"Solutions" is the purest example. The word says everything and nothing: it promises help without saying with what, for whom or how. When it is also among the field's most used words, it has in effect become a space with letters in it.
The sober nineteen percent
The most interesting group is the minority without buzzwords. Their texts are not necessarily better written, but they are forced to be concrete: where the classics are missing, the company has to show instead what it does, for whom and with what result. It is the same pattern we saw in the articles “The ten commandments of Danish business” and “Eight in ten brands have values they do not say out loud”: the concrete and the distinctive is rare, and that is why it is what stands out.
The test is simple, and anyone can run it on their own front page: strike out all the words from the top list. Is there still something left that only your company could have written?
What this means for your brand
Your brand language is part of your distinctive assets, on a par with the logo and the colour. And as with the colours, the same sum applies: what everyone chooses, no one can be recognised by. The task is not to find new clever words, but to replace the general ones with the concrete ones: "we deliver solutions" with what you actually do, said as only you can say it.
How we measured (method)
The figures are based on 351 brands analysed in brandvju as of October 2026, all measured with the same method; the texts could be collected for 297 of them. The count is a pure word search in the brands' own, publicly available front-page and about-us texts in Danish and English (fifteen common expressions with inflections, e.g. "skræddersyede" and "tailor-made" count as the same expression); the list can be verified. We count whether a brand uses the word, not how often. Brands with very little available text are left out.