Choose Your Words Carefully

Recognising that a lot of blog-world-web 2.0 activity is completely baffling for the marketing industry I try very hard to use language, concepts and explanations that can be easily understood.  One way of doing this is avoiding traditional marketing lingo, which carries so much baggage and is hardwired into a 'command-and-control' mindset.  And after all, English is so much more interesting.  The moment people step outside of the marketing lexicon the analogies they choose become very interesting and quite revealing.  Here's Richard Sambrook, a super-senior BBC newsmen, "The  increasing use of user-generated news material to a sports game in which the crowd was not only invading the field but also seeking to participate in the game, fundamentally changing the sport.”  He sounds pretty excited, don't you think?  Compare that to the head honcho of the new Publicis unit Denuo, "If parts of the company need to be blown up, you might as well get the bomb thrower to come from somewhere you know and trust."  Fear...?  Whereas IPG have launched a new business with the old language: "Our challenge is to create brand experiences that move with them in ways that heighten their engagement rather than disrupt it." Confusion ?

 

Comments

[BIG SWINGING]

James: Scott Johnson (Tribal DDB)has a piece in Adweek called "Lies and Entertainment", I'd think you'd enjoy it if you haven't already come across it. Ed