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That's a great assignment.

(That wasn't an entry, just a comment.)

Legitimising the illegitimate.

"A good British accent isn't necessary, but it helps."

"A brand is a shared idea that is both a noun and a verb."

I think it gets across the point that a brand is an idea that both marketers and people share in making (because it's made inside their heads).

And I wanted to tell the future that it's easy to get caught up in the abstract noun part of it (e.g., "Apple is creative technology") and forget that at least half the brand is in the verb of using/buying it (e.g., "I love my iPod because it's easy-to-use.")

Hopefully that doesn't sell our discipline short.

Everything is art, not everything is good art.

"People subconsciously use brands to express and extend their personality."

if you want to keep 100% control of your brand, keep it to yourself.

People are emotional

Know before you do. Or the other way around.

Emotions Motivate The Most Powerful Rection Within Humanity.

[or 'Humans Are Helpless To The Power Of Emotions']

... so communication needs to understand what emotion/s will motivate the right consumer action for clients business needs.

"Brands are about people"

I've got 2:

1) If you're on the edge of things, make sure it's the cutting edge.

2) Make sure you've got something to say.

Tell the truth well and be nice to people.

Speed (of Planning on Subversion) gave me 'Tell the truth well', of which I am constantly reminded. I added the second part on impulse as I wrote this.

Create interesting conversations.

account planning tries to be the conceptual art of advertising

“Sooner or later the Sun always comes out”

selling something to someone.

If Physicists say, "Everything is made of atoms" and Economists say, "People respond to incentives" ...

Wouldn't we want to say something like, "People will communicate with each other"?

Immerse yourself in everything.

learn to learn

I think the problem is that economics and physics are of a different category to planning.

Both of them are useful reductions (if limited in scope - try explain love with physics or what thoughts are like with economics): the truth about planning is that just like people it cannot be reduced. It is interdisciplinary and its greatest insights often come unheralded and (counterintuitively) unplanned. It is human, and it just is.

If I have to give a response, it will have to dodge the question a bit I'm afraid. Perhaps: "you will never be able to predict exactly what people will do when they see something new, but if you spend time watching them your predictions will get better".

There's more to life than advertising.

No shit.

But if you are going to be good at advertising then you better consider as much of life as possible.

A brand is a living, breathing thing.

James, if the idea is to reduce it to one sentence, then you're going to get something that is limited. I think that's the nature of the game. And I don't think we can consider planning to be more complex and irreducible than economics, physics, or anything else.

By the way, I like your sentence. It's fantastic advice.

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