EDITOR,
I just watched the video of Roger Brooks’s presentation the other day concerning the new branding concept for Squamish. One of the things that concerns me about the way that Mr. Brooks is pushing “epic” as the keyword for promoting Squamish is that he seems to be using it as a synonym for “awesome,” also once a powerful word that has lost its punch because of overuse. “Epic,” sadly, likely will also soon fall into that category — misused as a lazy adjective. Urban Dictionary already has it listed as “the most overused word.” If Squamish buys into this, we may end up with something that will already be stale when it comes out of the box. Much as I was impressed by some of Mr. Brooks’s ideas in his presentation, I believe he badly needs to freshen up this one.
Eduard Fischer
Garibaldi Highlands
