Vague marketing – begone!

Here is a pet peeve of mine: vague marketing fluff. “Powering the e-business solutions of today’s nimble enterprise”. I made that one up, but I’m sure some marketing idiot is trying that line. Here’s one lifted from my own company: “[We] will enable [your company] to respond faster and more cost effectively to changes in business strategy.” How will that work, and why should I care?

If you can substitute “electricity” or “fresh air” or “a well balanced breakfast” into any marketing statement, then something is seriously wrong. You have descended into the netherworld of New Lemon Scent.

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