30 May 2008

Buzzwords that don't work anymore.

Feel free to comment and add yours to the list or argue with mine.

  1. Convenient
  2. Unique
  3. Authentic
  4. Exciting
  5. Quick/Fast
  6. Consistent
  7. Out-of-the-box
  8. Synergy
  9. Paradigm shift
  10. Value-added
  11. Results-oriented (I've never met someone who admitted to aiming for NOT achieving results)
  12. Proactive (nevermind that the grammar purist in me still doesn't buy this made up word

You must use a human, accessible voice to talk to people about what you're trying to accomplish. I'm sure I could make this list into a top 100 (and I just might). Whatever story you're telling, it comes off as bogus when it's full of a bunch of trumped-up adjectives.

Honesty and humanity can speak volumes.

Retro Marketing



It's only a matter of time before the big CPG companies look to resurrect their old classics. And they're doing it - remember Brim, Salon Selectives, Underroos? There's a movement underway to bring these brands back to life because of their powerful recall. Kellogg's has announced that they're bringing back the "beloved" Hyrdox cookie.

Which makes me really wonder something.

Does recall still make the brand? We marketers have always touted brand recall as a signal of its success. I'm just not sure that does it anymore.


First of all, it's the quality of the product that ultimately determines whether it has a long or short lifespan. If Brim has a great jingle but tastes like crap, it's destined for the dustbin. Reason #1 why I don't think recall is enough.

This all sounds to me like big companies are finally feeling the pinch of traditional, big bucks marketing and rather than spending the time, money, and effort to innovate something truly powerfully great, they're riding on the coattails of nostalgia in hopes that it will bring them around. (I wonder if Seth agrees with me - I doubt he thinks that Hydrox revisited is a Purple Cow, if a Cow at all).

What do you think? Would the reprise of your favorite Quisp cereal make you rush to the store, or just make you think "hey look, Quisp!" and go on your merry way?

30 May 2008

Buzzwords that don't work anymore.

Feel free to comment and add yours to the list or argue with mine.

  1. Convenient
  2. Unique
  3. Authentic
  4. Exciting
  5. Quick/Fast
  6. Consistent
  7. Out-of-the-box
  8. Synergy
  9. Paradigm shift
  10. Value-added
  11. Results-oriented (I've never met someone who admitted to aiming for NOT achieving results)
  12. Proactive (nevermind that the grammar purist in me still doesn't buy this made up word

You must use a human, accessible voice to talk to people about what you're trying to accomplish. I'm sure I could make this list into a top 100 (and I just might). Whatever story you're telling, it comes off as bogus when it's full of a bunch of trumped-up adjectives.

Honesty and humanity can speak volumes.

Retro Marketing



It's only a matter of time before the big CPG companies look to resurrect their old classics. And they're doing it - remember Brim, Salon Selectives, Underroos? There's a movement underway to bring these brands back to life because of their powerful recall. Kellogg's has announced that they're bringing back the "beloved" Hyrdox cookie.

Which makes me really wonder something.

Does recall still make the brand? We marketers have always touted brand recall as a signal of its success. I'm just not sure that does it anymore.


First of all, it's the quality of the product that ultimately determines whether it has a long or short lifespan. If Brim has a great jingle but tastes like crap, it's destined for the dustbin. Reason #1 why I don't think recall is enough.

This all sounds to me like big companies are finally feeling the pinch of traditional, big bucks marketing and rather than spending the time, money, and effort to innovate something truly powerfully great, they're riding on the coattails of nostalgia in hopes that it will bring them around. (I wonder if Seth agrees with me - I doubt he thinks that Hydrox revisited is a Purple Cow, if a Cow at all).

What do you think? Would the reprise of your favorite Quisp cereal make you rush to the store, or just make you think "hey look, Quisp!" and go on your merry way?

30 May 2008

Buzzwords that don't work anymore.

Feel free to comment and add yours to the list or argue with mine.

  1. Convenient
  2. Unique
  3. Authentic
  4. Exciting
  5. Quick/Fast
  6. Consistent
  7. Out-of-the-box
  8. Synergy
  9. Paradigm shift
  10. Value-added
  11. Results-oriented (I've never met someone who admitted to aiming for NOT achieving results)
  12. Proactive (nevermind that the grammar purist in me still doesn't buy this made up word

You must use a human, accessible voice to talk to people about what you're trying to accomplish. I'm sure I could make this list into a top 100 (and I just might). Whatever story you're telling, it comes off as bogus when it's full of a bunch of trumped-up adjectives.

Honesty and humanity can speak volumes.

Retro Marketing



It's only a matter of time before the big CPG companies look to resurrect their old classics. And they're doing it - remember Brim, Salon Selectives, Underroos? There's a movement underway to bring these brands back to life because of their powerful recall. Kellogg's has announced that they're bringing back the "beloved" Hyrdox cookie.

Which makes me really wonder something.

Does recall still make the brand? We marketers have always touted brand recall as a signal of its success. I'm just not sure that does it anymore.


First of all, it's the quality of the product that ultimately determines whether it has a long or short lifespan. If Brim has a great jingle but tastes like crap, it's destined for the dustbin. Reason #1 why I don't think recall is enough.

This all sounds to me like big companies are finally feeling the pinch of traditional, big bucks marketing and rather than spending the time, money, and effort to innovate something truly powerfully great, they're riding on the coattails of nostalgia in hopes that it will bring them around. (I wonder if Seth agrees with me - I doubt he thinks that Hydrox revisited is a Purple Cow, if a Cow at all).

What do you think? Would the reprise of your favorite Quisp cereal make you rush to the store, or just make you think "hey look, Quisp!" and go on your merry way?