Stroppy 2021

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It’s been a tough choosing a winner of this year’s Stroppy Git Award for Meaningless Twaddle.

Mondelēz’s brands!

We thought it would probably go to ex-President Trump, but a careful examination of his speeches and tweets persuaded us that we’d have to look elsewhere. The Donald makes liberal use of untruths, half-truths, lavish insults, unfinished sentences and non-sequiturs, but he doesn’t deal in meaningless twaddle. He’d be less dangerous if he did.

Instead, the much-discussed and coveted award goes to a major global food conglomerate: Mondelēz. They own… well, look at the logos – even Toblerone! Even Cadbury, for heaven’s sake!! So it’s no surprise that they turn over US$26 billion per year and have a market capitalization of US$79 billion.

Therefore they must know what they’re doing, right? And when they adopt a radical new approach to marketing, we should also take notice, right? Especially if it’s called “humaning” and disdains caution and anything so mundane as data. So how about this…

“Humaning is a unique, consumer-centric approach to marketing that creates real, human connections with purpose, moving Mondelēz International beyond cautious, data-driven tactics, and uncovering what unites us all.”

I don’t know much about marketing (my book sales bear witness to this) but I do know that these 28 words are the collective winners of this year’s Stroppy. Congratulations, Mondelēz!

PS  It’s 1 February. When I was a boy in London and then the north of England there was a superstitious belief that if the first thing you said on the first day of every month throughout the year was “white rabbits” you would have good luck.  But I never remembered to say it every month. Did you grow up with the same belief?

One thought on “Stroppy 2021

  1. Whit rabbits? Me too, of course! and I don’t think it did me any good even though I remembered to do it! I’ve just been trying to book my and John’s over-80s Covid vaccination on-line and failed utterly. Pity it’s too late to propose Regione Lazio Salute for the meaningless twaddle prize!!! Earlier in the day (this is the first day) one couldn’t reach the site because of all the people trying ti book their injection. I decided to try during the night and was correct in that a lot of folk seem to have gone to bed. But I still can’t figure the thing out. They ask for a password. What password? So I say I’ve forgotten it and they say they’ve sent it to me but neither Hotlmail nor gmail have got a message with a password. Just typical Italian! XXP

    Il giorno lun 1 feb 2021 alle ore 08:22 StroppyGit ha scritto:

    > johnstandingford posted: ” It’s been a tough choosing a winner of this > year’s Stroppy Git Award for Meaningless Twaddle. We thought it would > probably go to ex-President Trump, but a careful examination of his > speeches and tweets persuaded us that we’d have to look elsewhere. T” >

    Like

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