Slick salespeople and marcom gurus seem to spend more time figuring out which of the latest buzzwords to put into their narratives, and the phrase “bespoke”, long-associated with up-scale haberdashers, has officially become ubiquitous for those trying to frame their brand message in a distinctive manner.
Not only can’t I pronounce the phrase properly (and apparently, neither can half of those using it), and aside from the fact that whenever I see the term, I think of the Schwinn bicycle that I had when I was 12 years old, I respectfully suggest that any professional marketer who insists on repeatedly using the phrase “bespoke” is sending a counter-intuitive message. The more its used, the more the definition becomes diluted.
Unlike other terms that have been become disturbingly de rigueur e.g. “best practices”, “headwind”, “tailwind” “alignment of interests”, “visibility”, “transparency” within every other value proposition utterance, “bespoke” is not only commonplace in a broad assortment of service provider and consultant-industry jibber jabber, its now being used within the actual names of products!
Shira Ovide writes about this in today’s WSJ; a nice read, even if I’ll keep thinking of bicycles.