American Marketing Association Tag

by Freddy Tran Nager, Founder of Atomic Tango + Writer Who Doesn’t Take The Bait… It’s a common mistake: writing “baited breath” instead of “bated breath.” I just didn’t expect it in the official publication of the American Marketing Association. But there it glared at me from an article about Apple’s born-to-be-lost AirPods. Of course, we all know that “bated” means anxious or excited, while “baited” refers to a loaded trap. Whenever I see “baited breath,” I visualize someone with a worm on a hook dangling in their mouth —Read More