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Byron Sharp from the Ehrenberg-Bass Institute has long been on the frontlines of debunking marketing myths, starting with “How Brands Grow: What Marketers Don’t Know” in 2010.
Byron recently introduced me to the term SONK — “the Scientific-cation Of Non-Knowledge.”
In an
Fake authenticity (or “faux-thenticity”) has long plagued marketing.
Authenticity is set up as a sort of holy grail in branding, marked as an objective in countless creative briefs. The “origin story” in particular is a common lever to manufacture authenticity. Yet most framing of the origin story is heavily scripted, edited, and contrived.
The more...
I drew this week’s cartoon on a paradox I keep seeing in innovation.
Henry Ford famously said:
“I invented nothing new. I simply assembled the discoveries of other men behind whom were centuries of work.”
Ford’s original motor company cribbed ideas and inspiration everywhere from Singer sewing machines to P&G to Chicag...