By Jeremy Bullmore
Contributor note: Martin Sorrell (Foreword by)
Apples, Insights and Mad Inventors is a suite of undying, thought-provoking observations on a number advertising and marketing concerns from one of many industry's best-known names - Jeremy Bullmore. lots of the items initially seemed within the annual stories of WPP, whereas others have been the root for convention keynote addresses.
With subject matters starting from consumer administration and model administration to method and product improvement, and assets of notion as diversified as Posh Spice and Benjamin Franklin, this unique and enlightening booklet is key examining for any communications expert.
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Extra resources for Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing
18 Time-and-Motion Man and The Mad Inventor ll evidence suggests that successful A companies become and remain successful by adopting two apparently contradictory policies. They then insist that these two policies cohabit in conditions of mutual respect and are meticulous in never consistently favouring one at the expense of the other. They have no commonly accepted names, but one of the best and earliest descriptions of them comes from E F Schumacher’s 1973 classic, Small Is Beautiful. In a passage about corporate organisation, Schumacher writes: “Without order, planning, predictability, central control, accountancy, instructions to the underlings, 19 Apples, Insights and Mad Inventors obedience, discipline – without these nothing fruitful can happen, because everything disintegrates.
I like to think of them as Time-and-Motion Man and The Mad Inventor. We know them both well, of course. But because the human mind finds paradox uncomfortable, we feel we need to side with one of them at the expense of the other: we cannot, we believe, be best friends with both. And we find it quite impossible to 20 Time-and-Motion and The Mad Inventor imagine that they could ever be partners – as indeed, it has to be said, do they. It is Time-and-Motion’s conviction that Mad Inventors have no place whatsoever in well-ordered corporate affairs; and every Mad Inventor knows that Time-and-Motion means the death of creativity and enterprise.
42 Why Every Brand Encounter Counts Just as we bump into friends and relations, so we bump into brands. These accidental interfaces are almost completely outside the control or influence of the brand owner – but their effect on the public can be significant. Because they are so disparate and diffuse, chance encounters seldom earn a mention in a communications strategy document. Because they are almost impossible to foresee, control or orchestrate, they tend to be totally ignored. Here are just a few examples.