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

Thursday, August 14, 2008

Commercial: Brand behaviour and delivery

If you're a brand manager anywhere, you should read Jenni Russell's column in The Guardian today.

Hand on heart, can you say that the brand that you are responsible for does not force people into the sorts of emotional states she describes?

Brand is nothing, repeat, nothing without it behaving properly, humanely and delivering its promises.

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