I used to dislike buzz words, believing that they were tools used to support weak/sparse arguements.
While reading the Globe this weekend I came across an article on the London 2012 Olympic logo.
Agreeing with the author’s take on the logo (eww) I found myself taking issue with his assault on a buzz word used by all parties involved, “brand”, simply because he identified it as a buzz word.
I have something to admit: I like buzz words. In fact, I not only like them, I fully support them and believe them to have an important place.
The more I dig into how to best disseminate ideas the more I realize the importance of wielding certain tools, at certain times, to certain audiences.
In a discipline where brevity generally always counts, the use of buzz words can prove a powerful tool. When everyone present shares a common understanding of all that the buzz word encapsulates, you can slash the level of effort needed to communicate elements of the idea.
That’s a wonderful thing.
Of course, like any tool, when misused, the results can be absolutely brutal. I’m increasingly content walking the line as I feel the return justifies the risk. Disagree? Let me know…