Thursday, August 08, 2013
Banned marketing word, day 8: "Impactful"

There are three problems with the word "impactful":

1. It's actually a word, but sounds made-up.
2. It's often involved in the worst briefs ever.
3. Of course marketing should have impact. That's the point!

The next time someone gives you a brief - or feedback on a brief - that involves the word 'impactful', send them this.