A tale of humility and indifference
If you read one thing this week, check out Martin Weigel’s (W&K Amsterdam) exceptional presentation delivered to the IPA’s 44Club, a ‘tale of humility and indifference’. Says Martin: “The rhetoric and metaphor of modern marketing – ‘community’, ‘relationships’, ‘fans’, ‘loyalty’, ‘love’, etc. – fundamentally misunderstands how people really feel and behave towards brands. Facing up to people’s general indifference to what we make, putting aside our egos and letting go of our personal need to feel significant is creativity’s best chance”. Original, well-researched, and rather good.