Last year, in its 16th annual vote, the American Dialect Society voted truthiness as its "Word of the Year," an impressive feat for a term coined by comic Stephen Colbert.
In the marketing world though, the less truthiness the better (just what we need; another corporate credibility scandal!). Which is why I am happy to report that in its annual vote, Brandweek chose as its "Best Marketing Buzzword" one that is near and dear to those gathered at Surprise Central:
The magazine goes on to explain via this example:
"For a year or so, Reef has marketed sandals that have a bottle opener on the heel. But the company never advertised it or noted it in the packaging, preferring to let users discover the attribute by themselves and tell others."
So lemme see if I got the process straight:
Start with Surprise, which leads to Pow!, which leads to people talking and doing your marketing for you.
Sounds like something readers of this blog discoverabled themselves a few months ago...
Good call, Brandweekers!