Do you remember ‘humaning’? The completely made up concept introduced by Mondelez at the end of last year.
Marketing Week columnist and Mini MBA founder Mark Ritson was not impressed by the snack giant’s plan to “stop marketing and start humaning”, calling it “utter bollocks” and giving it fast-track entry into his all-time marketing bullshit top 10, which we published in November.
Mondelez joined a host of brands, concepts and people, including Seth Godin and storytelling, Mark Zuckerberg and Facebook’s first advertising, brand archetypes, and Starbuck’s Howard Shultz and ‘Race Together’ on the illustrious list no one wanted to be part of.
But Marketing Week readers felt there were some obvious clangers missing. Following many suggestions and much discussion, Ritson admits he was forced to do something he rarely does – change his opinion.
Based on his very scientific calculation of nonsense multiplied by damage, ‘humaning’ has dropped out the top 10, making way for five new entries.
The Definitive Marketing BS Index
Marketing BS Index
|1||Rosser Reeves and the USP||7||10||70|
|3||Maslow’s hierarchy of needs||6||10||60|
|4||Mark Zuckerberg and Facebook’s ad revolution||7||8||56|
|5||Peter Arnell and Tropicana||10||5||50|
|6||Sinek’s ‘Golden Circle’||7||7||49|
|7||McKinsey and brand loyalty||6||8||48|
|8||John Wanamaker and ad waste||5||9||45|
|10||WeWork and profitability||8||5||40|
Watch the video to discover why these bullshit marketing moments have made it onto Ritson’s updated All-Time Marketing BS Index.
Take your skills to the next level with the Mini MBA in Marketing and Brand Management. The next Mini MBA in Marketing course begins on 13 April, while the Mini MBA in Brand Management starts on 20 April. Visit the Mini MBA website for more information and to book your place.