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BRANDING WITH A COLD IRON: Living (Or Dying) With Fad Words

By Bruce W. Marcus
May 08, 2008

Fad words, in professional services marketing, have a tendency to wear out and disappear after awhile, which seems to testify to their shallowness. They are then replaced by other fad words, which themselves ultimately wear out.

The words image ' and its apparent replacement, branding ' come to mind. (And don't forget niche marketing, which tried to add a measure of enthusiasm to the old standard, market segmentation.) Image was first introduced into the marketing vocabulary by the late public relations genius, Ed Bernays, who is often referred to as the father of modern public relations. It was meant to imply a perception of a company, its products, its services, and its reputation.

But at the same time, it implied that if you don't like the way your company is perceived, you can change that perception by manipulating symbols.

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