Consistency is really important in branding. I don't understand why people rag on Apple for being so incredibly consistent in their branding. I bet your own marketing department would love to have that kind of discipline.

How much time is spent here on HN talking about A/B testing things and going with the best result. Apple is incredibly profitable. As much as it might irk you, I bet their phraseology performs VERY well.

I reckon a list of words meant for creating needs and wants.

followed by long pause

followed by "This is {epic|awesome|amazing|special}"

And then and "I'm {thrilled|so excited} to be here today to announce..."

This time there was more thrill... a lot of thrill.

This is {epic|awesome|amazing|special|revolutionary|groundbreaking}"

Any others?

Johnny Mode: {Subtle|Elegant|Fusion|Materials|Accentuates|Innovative}

This time it was all about "powerful" I think.