Being Beta

Exercises in the higher banter with One of 26. Elsewhere called 'poet of adland'. By a whipple-squeezer. Find out why being beta is the new alpha: betarish at googlemail dot com

Friday, January 13, 2006

Commercial 2: Brand essences 1

First in an irregular series showing that brand essences (or if you prefer, single organising principles) of companies need not be empty vessels provided by expensive consultancies, but instead can be unexpected, and found in unexpected places:

"Stanley, Peter Bart, and I spent time together strategizing the future of Paramount.
'Every half-assed guy in the business is making films about where it's at,' said Stanley. 'Let's take a different road, Bob... give the audience something they haven't had for a while - stories about how it feels.'
Paramount's strategy of telling stories about how it feels was the secret flag we were going to carry in the years to come."

Robert Evans, The Kid Stays In The Picture, p 178


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