To me "buzzword" has a mostly negative connotation. It conjures up a self-important person, perhaps the assistant to a Somebody, who is talking down to me, and using language as a power tool in the most shameless manner imagineable.


For who would bear the whips and scorns of time,
The oppressor's wrong, the proud man's contumely,
The pangs of despised love, the law's delay,
The insolence of office and the spurns
That patient merit of the unworthy takes,...

A cliche to me is an overused expression, sometimes expressing a truth, as in "You get what you pay for," or "It was raining like cats and dogs."