Lately I’ve been noticing a lot more marketing work out in the wild where brands are just talking to themselves. You know the kind of thing that I’m talking about. Instead of truly trying to connect with consumers, you’ll see brands just regurgitating corporate speak that doesn’t make much sense when you actually think about it. A former manager of mine used to call it smoking your own exhaust.
It happens all the time in the retail industry where stores tout their unbelievable “one-day only” sales. These “one-day sales” actually last two days because they just happen to have an extra day that is called a special “preview day.” I’m sure you’ve seen these and probably are just immune to them by now. They are the “can’t miss” or “once a year savings event” that somehow magically repeat themselves by the same retailers month-after-month-after-month. (I’m looking at you Macy’s.)