The metaphor of ‘growth’ distracts us from the question of who growth will actually help.
BEANZ MEANZ MORE. In my view, Heinz’s remix of its classic slogan typifies many of the problems with modern marketing. First, there’s the madness of anonymising a genuinely memorable, time-tested slogan that includes the brand name. If I could somehow get my prospects chanting ‘For top copy, get Tom copy,’ I wouldn’t see removing the ‘Tom’ as an improvement. Then … Read More