Forbes asked some 20 CMOs and creative thought-leaders who’d gathered recently at the Cannes Lions Festival, which words they considered to be both over and under-used inside marketing’s virtual and physical halls.
Cristina Diezhandino, CMO of Diageo, spoke to this same point if through a slightly different lens—that of operating model table stakes, when she said toTable Stakes Words: Authenticity and Integration
Perhaps staying closer to innovation’s meaning and role was Google’s VP of Marketing, Nick Drake, who came to the innovation conversation a little differently, suggesting that among the most over-used words in marketing is “’no,’ because true innovation requires ‘yes, go try this.’”As there are table stakes words, those that seemingly need not be expressed, so too are there those that reflect this moment in time, even if they’ll endure over time.
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