We drink a lot of Zobo in marketing and advertising. In the US, Zobo would be Kool-Aid. But they both have the same effect. They encourage a unicorn to believe in itself. Substitute sound reasoning with delusional thinking. We drink them by the gallons in marketing and advertising.
One of my pet peeves in advertising – peddled by some social media and ‘digital marketing’ hucksters – is the ill-founded belief that consumers want to ‘engage’ with a brand or have a ‘relationship’ with a brand. Total baloney. People want to have relationships with other people, not with a bar of soap.