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“What is in a name?” the love struck Juliet asks her handsome Romeo in Shakespeare’s famous tale of teen angst. To her, “that which we call a rose by any other name would smell as sweet.” And that may be true, but without stirring the grave of one the world’s most respected wordsmiths, I beg to differ. After all, names, words, and the ways in which things are described carry a lot of weight, especially in our modern world, where slang terms such as “belieber” and “G.T.L.” have become so ubiquitous the most polished pundits are declaring: OMG! Last year, Vertical Marketing Network pitched some new words — both real and imagined — we hoped to see more of; “apportunity,” “clipsters,” “onspiration,” and “vertical activation” made the shortlist. But what about terms we’ve had enough of, such as “new media,” “viral” and anything relating to Charlie Sheen? One Vertical Marketing Network coworker cringes at the overuse of “24/7.” Another sighs at the slightest hint of “synergy.” Is it fair to assume that our lightening-speed living deserves a lexicon to match? What would Shakespeare do?
Maybe I’m just blogging out loud, but it seems modern times call for modern rhymes. Traditional marketing lingo often feels outdated, while last year’s NBT (that’s, Next Best Thing) feels overplayed.
That said, is there any traditional or newer marketing terms you’d like to see retired? Is there a word or phrase that doesn’t sit well with you? Why, and what alternatives have you heard that ring more true?
We’d love to hear your ideas!