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Three fundamental questions to any brief:
1. Brand share or market growth?
2. Current or new users?
3. Brand or product start point?
Thank you Dave Trott
BOOKS
Brand Thinking and Other Noble Pursuits, Debbie Millman (link)
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“David Lynch, the man from another place.” Dennis Lim (link)
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“A Spy’s Guide to Strategy” John Braddock (link)
WIKIPEDIA LINKS
(and one link about ghosts)
Semantic satiation is a psychological phenomenon in which repetition causes a word or phrase to temporarily lose meaning for the listener, who then perceives the speech as repeated meaningless sounds. Extended inspection or analysis (staring at the word or phrase for a lengthy period of time) in place of repetition also produces the same effect.
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The Golden Fleece Award (1975–1988) was a tongue-in-cheek award given to public officials in the United States for their squandering of public money.
An example: the National Science Foundation won for spending $103,000 to compare aggressiveness in sun fish that drink tequila as opposed to gin
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And my all time favorite: A List of Common Misconceptions
Pretty self explanatory, so here are some good ones:
The black belt in martial arts does not necessarily indicate expert level or mastery. It was introduced for judo in the 1880s to indicate competency at all of the basic techniques of the sport.
Medieval Europeans did not believe Earth was flat. Scholars have known the Earth is spherical since at least 500 BC. This myth was created in the 17th century by Protestants to argue against Catholic teachings
The common image of Santa Claus (Father Christmas) as a jolly old man in red robes was not created by The Coca-Cola Company as an advertising gimmick
The memory span of goldfish is much longer than just a few seconds. It is up to a few months long.
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https://liminal.earth/ is a website where people report their paranormal experiences, and tag them by location. How many sightings have their been near you?
SCRAPS
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Shout out to this random dude on LinkedIn who managed to execute something while I’ve been talking about it and trying to convince clients of the value. The idea of a Permanent brand objects is super smart. Reach that outlives the media spend. Props Spencer.
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WEEKLY MONSTER
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