Ours is an advertising era determined to rename simple ideas with mystical names. Most of this is horseshit intended to intimidate the competition and make clients think you’re smarter than they are. Nobody buys it. You just look silly and pretentious. First, nobody lies awake wishing for a ‘relationship’ with a ‘brand.’ Nobody needs brands to tell them what matters, ala ‘curation.’ Nobody thinks of himself as a brand journalist by virtue of tweeting ‘This Peet’s coffee is really hot.’ And having an idea is just as effective as ‘ideating.’
The digital age lets everybody in the tent, not just a special few. Don’t sound like a clown.