• Forbes, Tuesday, November 19, 2013 9:36 AM

Some marketing terms are amorphous, overused, and deceptive. Use "value exchange" instead of “engagement”; "celebrities," "managers," and "moms" are pretty good examples of words you should use instead of the term "influentials" coined by Malcolm Gladwell who also coined "tipping point," which should be bound, gagged and thrown overboard; don't get blind-sided by "loyalty" because the people to whom it applies are not all that valuable as share builders; and "unique" because it's not as important a proposition as one might think.   

Read the whole story at Forbes »