So for example: HR, Human resource. Yet, humans are not resources… an absolutely degrading subject title in my view.

And how about sourcing?

The term ‘logistics’ worked fine for me, this then also includes responsibility for internal operations, projects and process… which may also explain why marketing in many multinationals has little to do with marketing, consumers and markets nowadays. Instead the profession has degraded to project management, internal communications (in absence of clear process) and brand related operations, as the void has to be filled somehow.

During my time at one of the multinationals, the sourcing manager ‘rationalised the sourcing department without discussion or assessment of implications, also eliminating the person responsible for following up on artworks at our printers…

As artwork is considered brand relevant, marketing assumed this function. Best estimate ranges from 10-20% time requirement per brand manager, which came at the expense of market scan, consumer insight, innovation and communication development.

So! I recommend to change HR back to personnel management, recommend to change sourcing back to logistics, and let marketing do marketing:-)

M

I could spent a happy hour debating that one with the creative Muppet responsible (and I bet his / her company name has a Z in the title. Like ‘Creativz’?) Citing Sufi and Taoist philosophers on the impossibility of achieving excellence, much less improving it.

…Not quite. But there is this (and plenty more like it):

‘Logistics Solutions

Using the optimum combination of key drivers, capabilities and services, we have the ability to implement a complete range of customizable solutions for our customers.’

From:
http://www.flextronics.com/businesses/Pages/logistics.aspx

Ouch! You can get computers to write like this. There’s nothing optimum or efficient about paying a real person to churn out such nonsense.

It reminds me of a copywriter I knew once who heard a client refer to ‘polychromatic cultures’. ‘Polychromatic?’ he asked, fearlessly, ‘whatever do you mean?’. ‘Err… different’ said the client, ‘yes, different cultures’.

Language, written and spoken should be plain and simple, and easily understood.