people, feelings, stories, and things
Paul Bennett at Bloomberg BusinessWeek keeps it real with his plee to brand and marketing gurus to drop the bullshit jardon:
The hardest thing that marketers and brand managers have to do right now is simplify. Marketing and branding need to get back to first principles — people, feelings, stories, and things. Tangible things. Not weird words. And for all of us agencies out there, we need to feel more confident that actually the best thing we can do is to tell it simply, both to the organization we’re working for and ultimately to the consumer.