Monday, December 03, 2007

"FAT-STRAT" TALK

One of the hardest things in getting a compelling and differentiated Brand Positioning Statement or Creative Communication Brief articulated is gaining everyone's agreement on what we mean by the language we're using. Some marketing concepts, like Brand Essence, have different meanings in different companies. But an even bigger barrier to clear communication in strategy development lies in marketers’ use of "fat" words and expressions…those that have only the vaguest of meanings or, due to overuse, have lost any meaning they originally had. This week we take a look at some of the more commonly heard (and written) fat language - what we're calling "fat-strat" talk. The idea in doing this is pretty simple: expose it and stop it!

The DISPATCHTM for December 2, 2007 can be found here:

Fat-StratTalkRev.pdf (PDF File)

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