Fcuk. It’s not a swear word, as such, but the marketing team at UK’s French Connection knew what they were doing when they fashioned this anagrammatic logo some years ago

These days an increasing number of brands and people in the public eye are unabashedly, outright cursing for our attention. Often we love them for it (Obama’s penchant for ‘motherf**cker’ was nothing less than charming and, let’s face it, we’d all like Gwyneth Paltrow a hell of a lot less if she didn’t say ‘sh*t’ all the time), so here are five reasons why swearing works for certain straight-talking brands – and could for yours.

DO SWEAR WORDS MAKE YOUR BRAND SEEM MORE AUTHENTIC?

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