Partnerings and outcries stalk the land. Be afraid, be very afraid…

I’m not sure quite who to blame, but I suspect the culprit is some overpaid, underpowered “high-flyer” in marketing land, but someone must be responsible for the recent outbreak of monstrous couplings afflicting the media.

Take the following: “BAE Systems, Leonardo, MBDA and Rolls-Royce are partnering with the Ministry of Defence to create ‘Team Tempest’ to deliver the project.” Fear not, it gets worse: “STT data centres partnering with SGIX to partner connectivity”; “Netflix partnering with SiriusXM”; “Tampa police partnering with Ring to fight crime”. What on earth is wrong with “working with”? As for partnering connectivity, does this mean talking to one another? An old-fashioned concept, I realise, in this online age, but it always used to work. Give it a try, it’s an exciting, old-fashioned idea.

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Read More May I have a word… about marketing speak | Jonathan Bouquet

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