What does "remember" actually mean?

Benno Maggi explains in his column "What does... actually mean?" terms from the field of marketing and communication. This time he explains the verb "andenken".

When did the industry stop thinking and start just thinking? And why? The irregular verb is regularly used in meetings, workshops and brainstorming sessions and has replaced the legendary "I think ...". Okay, that was also annoying when certain people started every sentence with "I think ...". Because they probably needed that, so that they at least heard from themselves that they were thinking, when no one else noticed. But that's another story.

Thinking about projects is always enough

So now there is only thinking everywhere. But anyone who only begins to think about something instead of giving it serious and sustained thought here and now is either ill-prepared or shirking his responsibility. The first is still forgivable. As fast as everything has to go today, there is no time to do sound research on a topic and to document oneself. The days of appearing well-prepared at meetings or thinking tasks through to completion are over. The ad hoc mentality is rampant everywhere and spreads unnecessary hectic and extra work. Meanwhile, the few who still come well-prepared with solid suggestions are no longer heard in the "let's think about it first" chorus of their team members and superiors.

But the second - evading responsibility - is much worse. Those who only think instead of think can supposedly do nothing wrong. After all, it is only thought of and has no claim to durability. The source of this thought-inflation is the project, Latin "proiectum", literally translated "the one thrown forward or the one thrown in". And yes, everywhere is teeming with projects right now. Hardly anything is thought about, planned or developed for the long term in marketing departments and agencies anymore. No wonder in an industry where live streams, stories, now-players and instant messages are booming. Where the life cycle of agencies is usually less than five years, and the years of service of clients in marketing departments less than half that. It's not worth thinking about, just thinking about it. The result is often fast-food trash or special waste instead of a souvenir for the future.


Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble or just because.

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