My favourite Poles, the power of brands – and slightly less rain in Spain

In the 1960’s I fell in love with a Polish girl, and discovered that the Poles, whom I had always imagined, God knows why, a calm, slightly gloomy lot, like the Swedes, were – in her case anyhow – a fiery, passionate lot.

They seemed more like what I imagined the Italians to be. She nearly killed me once – and I still have the scar to prove it. As I now live with an Italian I shall say no more, but for a desperate stretch during my seven lost years in the ‘70’s I sold investments on the phone for a Polish Count.

A former cavalry colonel, he was one of those gallant maniacs who charged the German tanks on horseback in 1939. When I knew him he was 60 and living with a girl of 19, with whom he had a baby. An inspiration. He drank a lot, as I did. He gave me some good advice: don’t drink on one day of the week. And he used to do keep-fit exercises. I have emulated him in both habits. Thank you, Kepinski. I am sure you are in heaven.

I only dislike one Pole, who runs the Polish DMA, for which he is entirely unqualified. More recently the Poles I have got to know at all well have been my cleaners, Kasia in London and now Anna. Kasia has a rough time, mainly because her husband is a selfish bastard. Anna is an orphan who seems to have survived a really rough time and emerged with a sunny disposition – besides being rather beautiful.

Yesterday she came and showed my beloved how to make Pirogi, which are like giant Polish ravioli. She brought Polish flour and Polish sunflower oil – both, I imagine, no better than the British versions, but more expensive.

Such is the power of the brand in people’s minds. I was on the Ogilvy and Mather board when communism was swept away, and there was much discussion of the way in which Western brands would conquer all – but they haven’t.

Anyhow, now that we’re all suffering from, among other things, the baleful policies of the European Central Bank’s one-size-doesn’t-fit-all straightjacket, many places in Europe are pretty cheap, which brings me to something I mentioned yesterday – my crazy idea of seeing how many people would like to come to Southern Spain for a copy seminar.

I plan to include a very good hotel deal and free car hire and the weather will be slightly better than the U.K. I need 40 people to make it worthwhile, though.

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.

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