« What received wisdom in food means for our day jobs | Main | I was wrong, I still am »

May 16, 2014

Comments

I would add to the third-to-last paragraph, keep your feet on the ground. Remember what real people (like you) think about products, brands and advertising. Observe your own and others' behaviour.

That way, you write briefs that are grounded in reality (teenagers are more likely to pull if they spray on some deodorant like Lynx) than get sucked into the brand's solipsistic fantasy world (Lynx produces the best smelling range of deodorant in the world!).

I'd add 'Good Strategy/Bad Strategy' by Richard Rumelt to your initial list, and add in the first 3 / 4 years of Adliterate to the blogs you should read.

The comments to this entry are closed.

Other stuff

My Photo
Blog powered by Typepad
Member since 04/2006

Twitter Updates

    follow me on Twitter

    August 2015

    Sun Mon Tue Wed Thu Fri Sat
                1
    2 3 4 5 6 7 8
    9 10 11 12 13 14 15
    16 17 18 19 20 21 22
    23 24 25 26 27 28 29
    30 31