Guess The Buzzword

4. Nevermind GenZ, this next consumer will finally be the one to care about brand purpose.
5. An imaginary universe where customers are bonded together by their love of a brand through a (blank).
6. “You must (blank) with your audience.” A fancy word used to describe sending out surveys to customers.
8. What every small brand allegedly needs to survive and every established brand must be deathly afraid of.
10. Horrible, out of touch, vile consumers who actually have money.
11. The only consumers that matter.
12. Every other mission statement contains this word.
15. The brands of complex market leaders are often retrofitted to fit 3 or 4 of these by brand strategists who have no clue what the brand’s actual strategy is.
17. A 5-day workshop that wastes everyone’s time and results in common sense insights.
18. Seth Godin is the king of these, while contributing nothing of substance to the field of marketing.

1. Every single mission statement contains this word.
2. Google is retrofitted into this Jungian box by hack brand strategists. “The (blank).”
3. Two-word $7 billion industry with zero evidence supporting its effectiveness.
6. “Julie, a mother of two, lover of yoga, basic white girl, and Instagram influencer” is an example of a (blank) that Starbucks has never used (but would if branding gurus had their way) to sell pumpkin spice lattes to their “ideal customer.”
7. The only consumers that used to matter.
9. Second half of a fun alliteration that means nothing. Also the title of a book that misleads designers into thinking customers deeply care about the brands they buy.
13. Inaccurate descriptor used in too many marketers’ LinkedIn headlines.
14. Glorified two-word title for brand designers who love brand design (but are usually bad at it) and need an excuse to justify their careers.
16. “Every brand must speak to their target (blank).” Allows marketers to pretend that they work in the entertainment industry.