Perception is the gateway to the brain. Based on what we perceive, we form impressions that, non-consciously, influence our judgement. First impressions of this book are that it’s an ‘easy’ read simply because it’s relatively compact and paperback.
This impression is borne out as you start reading. The prose flows. This is not surprising given that the author has spent years as an advertising copywriter. His style is engaging and his obvious passion for his subject is palpable and endearing. Being easy to read doesn’t mean, however, that it’s light-weight in its content.
The author has a serious message (and, of course, a way of selling it). A Damascene moment when, working on a brief, his shuddering realisation that the world doesn’t need a different fragrance of floor cleaner for each season rocked his world; his career was now meaningless and, far more importantly, the cause of the world’s major problems could be laid squarely at marketing’s door. He blames marketing for the consumerism that’s led to climate change and financial ruin and his self-proclaimed ability to ‘connect the dots’ reveals the root of the problem - ’our sense of self is tied to the products we currently consume’.
One can see his point, up to a point.
His solution is that brands need ‘purpose’ and ‘meaning’ that have sustainability at the core and he offers a consultancy process to help.
I was left in two minds about this book; on one hand the author makes a compelling and heartfelt argument for marketing to atone for its sins before it’s too late for our planet but, on the other, one of the companies that he places high on a pedestal as great exponents of what he’s preaching is Apple – missing the irony that they’re also guilty of being the masters of planned obsolescence and, hence, at the root of the problem that he sets out to solve. The acid test would be to read this book and, as a result, not upgrade your iPhone.
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