Endless drivel about branding from the intellectually impoverished

The other day I read two things whose almost ludicrous contrast was so revealing I had to write to you about it.

The first was a paper by an Italian surgeon about some highly complex heart operations. The second was a piece in a Malaysian marketing publication announcing that somebody or other had been appointed “brand ambassador” for something or other.

What a vast gap there is between the extremely demanding and worthwhile things some people are doing and the world in which most marketers operate, where the absurdly trivial is imagined to be important.

I was reading the surgeon’s paper because I had been asked to make sure the English in it was correct, and I am now something of an expert on various pieces of technical language about heart surgery, none of which I understood more than vaguely.

What I did understand was what he was doing was extremely difficult and required a high degree of intelligence and hard work. Compare that with someone who when asked at a cocktail party what he does for a living replies, “I’m the ambassador for Poopo’s toilet tissue or Farto’s haemorrhoids relief”.

Don’t laugh. I once met a man who had a job defined on his visiting card as Being Volkswagen. Better than Being Tampax, I guess. What do you think?

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

1 Comments

  1. Is that really surprising?

    Think about it… we live in a society where singers and movie stars are asked for advice and opinions on current affairs and news.

    These people are seen to be the authority in areas they have no business even contemplating.

    It is said in Islam there will come a time when the worst of people will be in the highest offices and people will look up to them, and the best of people will be looked down upon.

    Isn’t now that time?

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