On the danger of grandiose marketing objectives (wishful bullshit)

๐Ÿ’Ž On the danger of grandiose marketing objectives (wishful bullshit)

Macho marketing language is common, but dangerous. And objective setting is where it’s perhaps most dangerous. Marketing plans are littered with words like โ€˜disruptingโ€™ and ‘transforming’. Plans hardly ever use more modest, but more realistic, words like โ€˜nudgingโ€™, ‘reinforcing’ or ‘reassuring’ – they just donโ€™t sound impressive enough. It probably doesn’t help that the box on the brief titled ‘objective’ has often been replaced nowadays by one called ‘ambition’ or ‘vision’. And when the brand plan writer won’t be there in two yearsโ€™ time anyway, they may as well write wishful bullshit.

Excerpt from: How not to Plan: 66 ways to screw it up by Les Binet and Sarah Carter

Facebook Comments

Product Geek?

Join over 5,000 product geeks and get one email every Monday containing the best excerpts I've read over the previous week.

See some of what you're missing...