by ROGER PE
Before the Asian financial meltdown in 1997, when marketers were generous and clients made ostentatious display of advertising wealth, we heard so much about phrases like "paradigm shift", "consumer insight", "gut-feel", "brand persona" and the many more.
We remember a creative icon with so much fondness for "paradigm shift" that marketing and admen parroted it with the same fervor. It was fashionable using it and the buzzwords that mushroomed then. Anyone who spiced their marketing briefs with these jargons sounded smart and looked straight out of Madison Avenue. We were constantly amazed, and how they caused us to utter "wow" in our own little corner of the room.
Knowing how fleeting advertising trends are, they are, of course, stale now and have become cliche.
