In reading Wendy Gordon’s article about liking (Q2 2017, page 30), I am reminded of quite how irrelevant and marginal much of what I do is. Nobody cares about brands and advertising. They have lives to live, full of much more important stuff than what I do for a living. When they’re looking at their facebook feed or watching telly, we’re the bit that isn’t what they’re there for.
But here’s the thing.
It doesn’t matter.
No, I would go further than that. It’s actually quite a good thing. I’ve done this for best part of a quarter century now (not as long as Wendy, but hey) and most times customers and audiences have paid detailed attention, it gets you into a conversation you don’t want to be in. Love and attention turns to scrutiny and ardour fades.
If people did pay that much attention to as many brands and messages as we wished they would, then the world would cease to function, as they wouldn’t be spending enough time on food, shelter, exercise, sex...
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