BAT out of hell

From The Times last week, a column by chief business commentator Alistair Osborne:

No smoke without fire at BAT

Commenting on the company’s drive towards ‘A Better (ie smokeless) Tomorrow’, Osborne wrote:

What is this supposed to mean? “We will leverage our market archetypes to guide how and where we deploy our products.” 

Or this? “In Heated Products, we continue to invest to rejuvenate our momentum with an enhanced cadence of innovation.” 

Does smoking stop you talking properly too?

Brutal, and a lesson for everyone in corporate communications.

Stick to plain English!