Center of excellence. Service-oriented. Best-practice. Market-leader. Best of breed.
Do you know anyone who actually talks like that? Me neither.
Ironically, you’ll find these lines popping up from brands that say they want to be “more human” in their communication.
Sure, they’ll leave it out at first. But then it’s like OCD. They just can’t help themselves. They see a place for one and they add it. Then they add another…and another…and soon the copy looks nothing like it was intended and reads like a just another brochure.
Then they sit and wonder why no-one pays any attention to them…
Lines like “At the end of the day” are tacky. Tell your clients. Tell your copywriter. Leave them out.