As a food marketer, I live and breathe marketing buzzwords every day. I write them, I read them, I love them and I despise them. In this industry, buzzwords are imperative. Food visually invokes emotion and the use of imagery and/or live sampling is often the best way to share new products, but unfortunately that isn't always a reality. Strong, powerful words that tell the story about the product are the next best thing but only if you put your money where your mouth is, which is what's been putting marketers and businesses in the "hot seat."
The number one cause of the "hot seat" is vagueness. Marketing buzzwords are vague which is why we all use them and get away with them. The U.S. Food and Drug Administration (FDA) has managed to steer clear of defining descriptive words and restricting them with regard to branding, labels and advertisements, etc. Descriptive words can be interpreted in so many ways it is hard to crack down unless stark claims are being made by products, and these are primarily in the case of medical claims. Therefore, words such as fresh, artisan and healthy are left to interpretation, which in today's well-educated foodie society has a raised a few questions, and even left blogs and articles with numerous comments supporting arguments for and against products that use these buzzwords.
Don't let the "hot seat" or numerous comments completely steer you away; we are in a connected world and good or bad opinions are readily available and accessible. Focus instead on ensuring you are using the right buzzwords that speak to your business and products, and more importantly be creative.
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