Often words with similar but different meanings can confound writing, reducing its clarity. Consider, for example, the words economic and economical. Economic means relating to the economy or justified in terms of profitability. Economical, however, means giving good value or return in relation to the resources used or money spent or sparing in the use of resources or money.
Both words describe activity related to wealth or other resources. But economic refers to the what of resources whereas economical refers to the how of resources.
So make sure to be economical when using economic. Embracing precision of language makes for more effective technical writing. And that makes for a more effective presentation of your message as well as you and your brands.