‘Good marketing’ isn’t good marketing: Why marketers should get out of the language game

Marketers like to make up new terminology and distinctions. This is easy to do because, in the absence of particular domain expertise, they don’t know the ‘right’ language. Reading is hard. Knowledge acquisition takes time. And marketers need to produce. So they create novel constellations of terms. Instead of exploring the world as it is, they invent the world for themselves. They do all this under the banner of ‘branding.’ When potential customers see this, they smirk and call it ‘good marketing.’ ‘Good marketing’ isn’t good marketing. Continue reading