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

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.

5 minute read May 08, 2008 at 12:03 AM
By
Bruce W. Marcus
BRANDING WITH A COLD IRON: Living (Or Dying) With Fad Words

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.

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