#GrammarSeries – You’ve made this mistake at least once

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When you talk about brands what do you refer to them as? Plural or Singular? 

Let’s make this easy. In grammar it is wrong to refer to a brand or an entity as ‘they’. A business is not plural. As a result you should refer to it as ‘it’ and not ‘they.’

Look at this;

To keep up with their diverse clients, Bird Air re-branded their airports in 2011

We hope you can see the issue? 

To keep up with its diverse clients, Bird Air re-branded its airports in 2011

The confusion is understandable. In English, we don’t identify a brand or an entity as “he” or “she” — so “they” seems to make more sense but it doesn’t.

It might seem a little strange at first, but once you start correctly referring to a brand or entity as “it,” the phrasing will sound much more natural than “they.”

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