Commercial: Why the past is the future

"If we want things to stay as they are, things will have to change." - Giuseppe Tomasi di Lampedusa, The Leopard

1. Reading Ogilvy again, this time Confessions. And yes they're old, yes they're from a fusty age, but my how the aphorisms and maxims sing and soar:

- "The two most powerful words you can use in a headline are FREE and NEW. You can seldom use FREE, but you can almost always use NEW - if you try hard enough."

- "The consumer isn't a moron; she is your wife. You insult her intelligence if you assume a mere slogan and few vapid adjectives will persuade her to buy anything. She wants all the information you can give her."

(Hint: you don't have to give all the information in an ad. That's what the web is now there for.)

2. Starbucks is (temporarily one assumes) refreshing their logo, in an attempt to go back to basics. As opposed to refreshing their customer experience. Any way won't the crdit crunch put paid to the coffee inflation we have been suffering from?