Corporate jargon is pretty miserable. Executives use euphemisms and empty phrases to cover up the truth. Reading an earnings report is sometimes the equivalent of nails scratching on a blackboard. The generic puffery of language – employed to dull our senses and calm our expectations – is numbing.
The one thing we marketers want more than anything else is people’s time. We have all kinds of metrics to track it. Indeed, it’s the thing we track most, more so than spending and usage.
It is difficult to avoid politics these days. Right now, both political brands are becoming parties that do not stand for anything but stand against everything or stand for everything. Having a relevant, differentiated brand promise applies whether you are a political entity or a packaged goods offering.
Bear with me as I wax philosophical. It’s a circuitous path, but it will loop us to AI. So here goes.
One of the most difficult tasks for brand marketers is aligning an enterprise around a corporate Brand Purpose (North Star) and Brand Promise. Gaining adherents rather than mere acceptors is a difficult goal. Regions and local sectors tend to push back on global brand dictates, even if the centrally-sent statements ring true.
