I have suddenly conceived the insane notion that brands are good for the environment. Brands are, after all, gloriously intangible. You can build a brand without killing trees, and few precious raw materials are needed in their creation. I might go further. The value of any branded item often decays far more slowly than the value of unbranded equivalent. Those Chanel sunglasses you buy today will still fetch a fair price on eBay in 20 years' time, while their cheaper unbranded equivalents have been clogging up a landfill for a decade. Yet, such is my lack of confidence in the environmental benefit of brands, I can't really believe my own argument. It can't be true, can it?
Rory Sutherland, www.brandrepublic.com/campaign
IS GENIUS REALLY ENOUGH?
The elevation of the genius is certainly big in advertising. Agencies are always looking for the genius creative director or planning director that will turn around their fortunes. But the kind of problems we face now - experience design problems; experiential marketing; big, complex, thorny interactive design issues; social network strategies - are 13 smart guy problems. And require different kinds of thinkers, more about analysis and tenacity than the flash of inspiration after lunch. And maybe that means that we need new structures and practices, not copied from the agency model, but new inventions.