Now that I am on the speaking circuit, one thing has become very apparent to me. The appetite for marketing bullshit is inexhaustible.
Of all the new age marketing doubletalkers, one guy is my favorite. I'm not going to name names because I don't like to do that.
But this guy was there at the beginning of the fabulously disastrous Pepsi Refresh Project -- going from conference to conference telling all the drooling dimwits how fabulously successful this fiasco was.
Three years ago I quoted him in this space:
"...how much are we encouraging the continual learning from inside our staff about how to leverage these technologies with inside of their communications and engagement plans but as well as just for their own personal communications and internal communication with inside each other..."I'm still trying to figure out what language that was.
Then he went over to Mondelez (that's what Nabisco is now called) where he is Worldwide Global Engagement Bullshit Meister, or something. A couple of years ago, Stephen Colbert did a hilarious take down of a preposterous Mondelez/Nabisco Wheat Thins product brief. You can see it here.
Our guy pitifully tried to make a positive out of being ridiculed on national TV by claiming, “You could not ask for something better even if you wrote it yourself.” Yeah, right.
Well, the good news is that he's still imparting his wisdom to the cretins who go to these hopeless marketing whack-a-thons.
The guy is truly amazing. Here he is being interviewed recently at another bullshitfest by some doofus with a British accent.
It is impressive to watch someone who has totally mastered the most important skill for a contemporary business "thought leader" -- the ability to use jargon and buzzwords to make it sound as if you're saying something while saying absolutely nothing.
Thanks again to Prof. Byron Sharp.