4 Marketing Buzzwords That Are Complete Nonsense

Disney

Ask any marketer what she does and you’ll get a different answer. That’s because marketing is a hard discipline to define. We don’t cure people like doctors or build things like architects or even blow up the economy like those slick Wall Street guys.

The truth is what marketers do most of the time is meet and discuss… endlessly. We discuss the brief and trends and the consumer mindset and just about everything else you can imagine.

Crucial to these discussions are buzzwords, which serve as shorthand for more complex concepts that nobody really understands. They save the time and energy that we would otherwise spend actually thinking about things. The problem is that some of the ideas buzzwords represent are themselves nonsense and lead us astray.