This pains me so. Every time I have to hear "individual contributor", "leadership", or "the brand" I die a little inside.

Please just call me an employee or engineer. As for "leadership", I am somewhat convinced that the word "management" would lead to a mid-life crisis. Such inflated egos. As for "the brand", they are my employer.

This Newspeak has benefits though. Mainly that it hides in plain sight the top-down hierarchy of power that exists. Despite that fact that some employees are on food stamps while others make millions, it _sounds_ like everyone is on on somewhat equal footing.