Getting out of the 'Outside the box' trap | January 31, 2007 | Palo Alto Weekly | Palo Alto Online |

Palo Alto Weekly

- January 31, 2007

Getting out of the 'Outside the box' trap

Why some ideas stick, and why 'synergy' is so 2006

by Allen Clapp

The language of marketing, it turns out, is distinctly different from the English language. Utterances such as "incrementality," "premiumization" and "ideation" don't turn up in the book of Webster. But the rate at which these conceptual catch phrases are spouted, e-mailed and otherwise repeated is dizzying. So much so, that a panel of experts officially got sick of them in 2006.

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Assistant Editor Allen Clapp can be e-mailed at aclapp@paweekly.com.

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