I noticed that some companies use the word brutal for marketing their products.
- brutal performance – a data storage software markets itself with this, they mean that their software is very fast
- brutal engine – a car manufacturer uses this to indicate that their engine performs well
Obviously, the word has a negative meaning when generally speaking, but it seems to refer to strength or robustness (positive qualities) when speaking in a context of technology.
I heard from some people that they associate the word brutal with a negative meaning, so instead of interpreting these messages as how well these products perform, they associate this with bad quality.
So I’d like to know,
- What’s the real meaning of this word in such a context?
- Does it really have a side-meaning or a negative feeling in such contexts?
- Is it okay to use this word as a marketing term to indicate that a product is of good quality and performs well?
- What are the alternatives to this word in marketing which could be used to indicate good quality and performance?