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Monday, 20 October 2008


Tony Sumner

It's a nice idea, but like you I think his logic is flawed.
For me a successful communication (advert, pr, conversation, brand extension... whatever), has to start from a consumer truth. A need or want fulfilled by the product. If the communication fails to do this, it won't be connected in any way and will fail.
Sure, really bad planning might turn out the occasional campaign that fails to connect with consumers but (in general) people who work in avertsing and the communications industy aren't stupid - these days they wouldn't be in a job if there was no payback (and therefor connection from their work).
Its cute stuff. Turns up some lovely t-shirt designs/screen savers etc but ultimately doesn't provide much insight. Shame.

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