Apparently there is some book doing the rounds amongst marketing executives.
Byron Sharp’s “How Brands Grow”.
It is hailed as some sort of masterpiece on the science of advertising.
This kind of phraseology should already have anyone who has a bit of understanding of advertising be worried.
Without indefinable magic, there can be no great work that really touch the hearts and minds of people.
In this piece, MEC’s James Hier does a good job of pointing that out. And more.