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Time for Some Buzz-Kill

Brand and marketing gurus need to lose the jargon and get back to first principles in order to really connect with the public

O.K., I'm going to say some mean things here about branding and marketing. But first, a disclaimer: In the past, I have sat in front of a client -- many clients, actually -- and, in all seriousness, used words such as "marketecture," "contenterprise," and "brandology."

I know, I know. Looking back at it all, having a clever "TM" methodology seems to me like wearing spandex or liking "nouvelle cuisine," but I get the feeling that some people are still a bit stuck in the whole '90s dot-com make-yourself-sound-clever-by-using-long-words thing. People like the whole branding and marketing industry, for example.