There are massive paradox’s in modern marketing. One is that brands have never been more important, but they are of infinitesimally little interest to us. They totally and absolutely matter, but we care far far less about them than marketers have been convinced. They are tiny tiny memories and excuses and atoms of familiarity, we draw upon when faced with choices. Generally we don’t care one iota about your story, your purpose, your personality, we just need a tiny tiny tiny slither of something to believe in. There are a few other paradox’s of modern marketing that I’ll write about one day. …see more