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Posted on April 12, 2016 by Lisa Phillips

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Curate

Definition: select, organize, and look after the items in (a collection or exhibition). “both exhibitions are curated by the museum’s director”

Have you noticed the word “curate” popping up recently? I’m seeing it all over the place. (And Nope, I haven’t been on the museum circuit.) From retail locations such as Neiman Marcus referring to a collection of designers that they are highlighting on store mannequins, to web sites beckoning users to peruse collections of curated content.

I am a big believer in amplifying your curation! In today’s marketplace it is a brilliant way to fuel engagement with your brand! After all, when you boil it down every business is a curation of the goods and services that it offers and those that “follow” or “like” us become part of our “tribes”. My closest tribe members have taken me a lifetime of careful curation.

I first started using the word curate in my marketing dialogue a little over a year ago to describe my new platform. People would look at me with squinted eyes and head cocked as if to say, “What are you talking about?” Then just yesterday while doing a presentation to a marketing professional I used it and she asked me what that meant.

This one word says so much to convey my brand… clearly, there are others who feel the same, given that it seems to be popping up so often, yet so many people don’t understand it being used this way.

It got me thinking… how many words are we using to market our brands that others don’t understand? And even more importantly, how can fine-tuning our communication skills better serve us?

At a time where brevity is key, using the exact words to convey one’s message seems prudent. I love using the perfect word to describe what I’m thinking, or feeling. But, I have to admit that I get it wrong quite often; and, on many occasions, my malapropisms have been compared with the beloved Yogi Berra’s. My family has fun pointing them out and we all get a good laugh out of it.

I have to admit, there are times when I come up with some humdingers! Hey…, there’s one! I wonder what the definition of humdinger is? I hope I am using it correctly! I’m gonna go look it up!



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