Chris Harrison explores the recent discovery of a precise mathematical formula for brand energy.

Marketers love jargon, don’t they? Most of the time you have no idea what they are talking about, but it sounds clever. Sometimes they have no idea either.

Jargon binds groups together in a somewhat self-satisfied way. Stockbrokers talk about PE ratios, CFO’s talk about EBITDA, and lawyers talk about ‘tag along, drag along.’ I am sure nuclear physicists have a secret language, but I’m too tired to find out after talking to all those lawyers and CFO's and stockbrokers. I also have a good friend in the sugar industry – so I know much more about that business than is strictly healthy.

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