Tuesday, January 19, 2010


Below is an actual job posting job description. I personally, have never seen so many buzz words crammed into a single paragraph in my life.

No wonder the marketing industry is having an identity crisis. With Social Networking the hottest channel for marketing, how can this language still be relevant. I've never seen this verbosity on FaceBook.

Translating the differentiated Brand DNA and product news into program messaging and components
Aligning and executing programs to resonate with the lifestyle of our target audience
Building shrewd marketing strategies and tactics reflective of the evolving competitive landscape
Leverage company-wide and outside partnerships and assets

Here's my translation, "We need someone who understands our customer, works well with others and can help us make our business grow."

Award-winning marketing strategist, best-selling author, conference speaker and seminar leader, David Meerman Scott, calls this language "gobbledygook". He explains this in his book
The New Rules of Marketing & PR.

How can a marketing hire whose language is "corp-speak", communicate effectively to the customer? Unless your customer is corporate pencil-necks (which this example is not BTW).

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