Have you ever noticed the language used to discuss matters relating to marketing, be it online or off? It is filled with words such as ‘hits’, ‘impact’, ‘targets’, ‘campaigns’ and so forth. To an outsider it might sound like demented generals discussing their campaign strategy in a war bunker. Except that their ‘targets’ would be 16-25 year old males interested in computer games, or stay-at-home mums.

The language of war used to describe so many of the activities we undertake as marketers is, of course, derived from a culture of competition aimed at inspiring productivity and growth. Agencies and other businesses are constantly placed at loggerheads with one another, in an attempt to gain greater influence within the market and increase their share of the rewards.