“Innovative”, a term frequently used by companies to describe themselves and their products.
You Keep Using That Word, I Do Not Think It Means What You Think It Means
— Inigo Montoya, in The Princess Bride (movie, 1987)
To me, it means they’re just using some buzzword – it has no real meaning in that context, but it does manage to give me an instant negative impression of the company that uses it.
Similarly, a person or company declaring themselves as “cool” is by definition uncool. Others can say you’re cool, but saying you’re cool yourself is a definitely no-no.
On a related note, have you noticed that any country that has the word “Democratic” in its name actually isn’t [democratic] ?