For Best Brand-Building Results, Listen Up!

I’m of the stern belief that the language we use to discuss our corporate communication programs shapes the way we understand what we do as professionals, the way we measure success and, ultimately, the effectiveness of engaging with the audiences we seek to reach. All marketing disciplines have a bad habit of incorporating buzzwords without thinking them through. What’s worse, we have a knack for taking beneficial words and diluting their meaning. For instance, “community” and “authenticity” are too often used for initiatives that provide very little of either. And I increasingly see the term “listening” being bent in the same discouraging ways.

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