Post by account_disabled on Dec 20, 2023 16:58:30 GMT 8
Marketers have the ugly habit of peppering their speeches with more or less bombastic “words” that are, however, completely meaningless. Protecting themselves behind empty words , marketing professionals seek to cover with a novel sheen ideas that are actually older than Methuselah , to profoundly change what is clearly superficial and make what is truly nonsense seem really important. The "words" that marketers use so copiously also paralyze thinking , translate into considerable damage for companies and make those who work there unhappy. Horizont below dissects some of the (empty) words that marketers unfortunately abuse the most in their daily work : 1. Agility This word is on the crest of the wave in these times, perhaps because no company wants to cling to yesterday (at least for the gallery) and has to pretend to be extraordinarily agile. This concept originally emerged in the programming arena with the ultimate goal of removing bureaucracy and absurd hierarchies from the development of computer programs.
The objective? It makes work teams more agile to obtain better and faster results. However, the truth is that the pseudoscience that has made possible the “hype” that is currently fluttering around Phone Number List the concept of agility has ended up completely emptying the concept of agility of meaning . The supposed prophets of agility love to invoke the American sociologist Talcott Parsons and his AGIL model. The problem? That the theories of good old Parsons are not only considered obsolete in his field of activity but that this author was not even interested in agility itself and is actually looking for a way to explain the stability of social systems. If Parsons had chosen another acronym to explain his AGIL (Adaptation, Goal Attainment, Integration, Latency) paradigm, probably no marketer would bring up his name when talking about agility.
But such an exercise in superficiality and inconsistency is unfortunately very common in the arena of marketing and advertising. According to the economist Alfred Kieser, "agility is a vague term under which many things can be imagined" and since it is also orphan of convincing "role models", it will die sooner or later in the arena of marketing and advertising (and it will do so with more pain than glory). 2. Corporate identity Companies are individuals who own their own personality and that is what the term “corporate identity” is supposedly trying to express. Like people's personalities, company personalities are as difficult to form as they are to change, but this does not prevent marketers from trying to subject them to a thousand tweaks. With the ultimate goal of changing and improving their corporate identity, brands invest huge amounts of money in their own image, strive to have a single voice and try to adhere to certain lines of behavior.
The objective? It makes work teams more agile to obtain better and faster results. However, the truth is that the pseudoscience that has made possible the “hype” that is currently fluttering around Phone Number List the concept of agility has ended up completely emptying the concept of agility of meaning . The supposed prophets of agility love to invoke the American sociologist Talcott Parsons and his AGIL model. The problem? That the theories of good old Parsons are not only considered obsolete in his field of activity but that this author was not even interested in agility itself and is actually looking for a way to explain the stability of social systems. If Parsons had chosen another acronym to explain his AGIL (Adaptation, Goal Attainment, Integration, Latency) paradigm, probably no marketer would bring up his name when talking about agility.
But such an exercise in superficiality and inconsistency is unfortunately very common in the arena of marketing and advertising. According to the economist Alfred Kieser, "agility is a vague term under which many things can be imagined" and since it is also orphan of convincing "role models", it will die sooner or later in the arena of marketing and advertising (and it will do so with more pain than glory). 2. Corporate identity Companies are individuals who own their own personality and that is what the term “corporate identity” is supposedly trying to express. Like people's personalities, company personalities are as difficult to form as they are to change, but this does not prevent marketers from trying to subject them to a thousand tweaks. With the ultimate goal of changing and improving their corporate identity, brands invest huge amounts of money in their own image, strive to have a single voice and try to adhere to certain lines of behavior.