One of the things that I always bang on about without really thinking about it in depth is the idea that Clients and agencies need to place less emphasis on consistency and more on coherence. So I thought I’d worry this one out a bit.
This my most recent column for New Media Age . In it I expand on the idea, that you will also find in the Battle of Big Thinking speech, that brand ideas now too big for advertising.
If anyone is interested I have uploaded my speech from The APG’s Battle of Big Thinking as well as the slides.
For regular readers many of the themes will be very familiar.
Image courtesy of Wikimedia.
I’m in love with the aphoristic form as you well know. And I think they are extremely handy in our business. Certainly in persuading people of a point of view or course of action – such as David Ogilvy’s why keep a dog and bark yourself, or Bill Bernbach’s we must stop believing in what we sell and start selling what we believe in.
The are also great in framing strategies, approaches and ideas – no one is interested in your positioning, they only want to know your position or Coherence is more important than consistency for example. And on occasions great brand thoughts can take an aphoristic form, I’d argue they are the ones that get remembered best.
So imagine my delight when Russell gave me “The World in a phrase – A brief history of the aphorism” by James Geary.
I recently enjoyed an evening at Leith’s cookery school in well heeled Kensington.
All in all a very good evening matching wine to food even if I stood out like an ad man at a posh cookery school wine tasting night.
Anyway, there was rather a fascinating story about accessibility, commodification and provenance that I thought I would share with you, my brand loving friends.
Image courtesy of Rune T
