There’s a Web site with the unpretentious title… “bigthink.com” which hosts 1,500 “experts.” I just read one by a douchenozzle CEO from JWT… “The Brand Idea: From Unity, Strength”… Which manages to cobble all those words I fucking hate, into a screed of mind bending mush. Here are some samples…
The “brand idea” — a commercial life force, a product’s soul, invisible but omnipresent — forges order from chaos across a shape-shifting digital brandscape.
It’s time to achieve a harmony of opposites: between the clarity of positioning and the dynamism of consumer engagement; between long-term brand equity and short-term tactical messaging; and between emotional relevance and results driven by data-driven technology.
The brand idea — mutual and bilateral, inherently reciprocal — is the prerequisite for both consistent messaging and two-way engagement.
Advertising leaders should remove barriers to conceptual and technological holism.
Agencies should be populated with pairs of “conceptual distillers” and “systemic designers.” The former ensures thematic focus. The latter enables a full range of three-dimensional experience to blossom.
Are we fucked with people who talk like this in charge? Yes, of course we are fucked!
AdScam's "Shit Talker of the Week" award!