Marketing speak vs. Marketing do.

CREATIVE BRIEF.  The big idea. (COFFEE.)  Win-win.  Viral. (COFFEE.)  Awareness.  Sizzle.  Reason to believe.  Voice.  Tone.  Position.  (COFFEE.) (COFFEE.) Persona.  Seamless.  Streamlined.  Integrated.  Traction.  (ESPRESSO.)  Feature/Benefit.  Placement.  Campaign.  Messaging.  INSIGHT TO AUDIENCE.  Ideation.  New thinking.  Think big.  Brainstorm.  (COFFEE.)  CREATIVE INSPIRATION.  ROI.  ROP.  ROS.  ROWhatever.  BRAND STEWARDSHIP.  ON-TIME, ON-BUDGET, ON-STRATEGY EXECUTION.  Throughput.  Bandwidth.  New-new.  First-to-market.  (SOME OTHER FORM OF CAFFEINE.)  Now.  Then.  The way we’ve always done it.  Unique.  Stand-out.  Sticky.  RESULTS.  PERIOD.   

Less talk, more action.  Focus on what matters.  (Forgive the absence from my blog—should have posted my “Gone fishing working.  Happy clients” sign.) 

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