Pulling Buzzwords of The Week from a Boston Consulting Group white paper titled “Why Owning the Moment Wins in a Changing Alcohol Market” feels like cheating, but I just check the bylaws, and they contain no such restriction. (Actually they contain nothing at all, because they do not exist.) The entire report is composed of unremarkable analysis dressed up in soul-deadening boardroom gibberish, but the line I most wanted to snort through a rolled up $100 bill was the one describing how “winning players tailor their products for specific consumer occasions.” Cue the Inception noise:
Rather than stretching legacy brands, they build fit-for-purpose propositions from the ground up and adopt a new marketing playbook.
Telling beverage-alcohol firms that the key to finding growth amid a multiyear global decline in drinking is to launch different brands and advertise them differently rules, obviously. But what rules way, way more is that this report took four BCG consultants and two researchers to author.
If you see beverage-alcohol corporatespeak in the wild that deserves to be the next Fingers Buzzword, submit it for consideration to [email protected]. All submissions anonymous!
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