CHAPTER 2
BEYOND THE ILLUSIONS OF THE PAST
It is not the case that everything you knew about branding from the past is wrong, but maybe half of it is. And now we are learning a lot more about that half.
John Wanamaker, if he were alive today, would be a happier man. He is the guy who nearly a hundred years back memorably griped, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” He is famous for saying that because, amazingly, until recently, he was mostly right. Not so much anymore. With the help of brain sciences, we are getting to be a lot smarter about what works and how. But marketers need to shed the illusions of the past and look at the new rules.
Let’s start by taking a look at the widely acclaimed ...
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