The 11th Brands Lecture
Accountability is not enough
The eleventh Brands Lecture was delivered by Rory Sutherland, Immediate Past President of the Institute of Practitioners in Advertising (IPA) and Vice Chairman of Ogilvy Group UK.
Rory’s central premise is that marketing needs a new vocabulary if it is to be taken seriously within companies, likening its current vocabulary to that of flower arranging or astrology to outsiders.
The vocabulary he proposes covers such concepts as signalling, loss aversion, information asymmetry, maximising and satisficing, heuristics, relativity, path dependency, complementarity and framing. In making the case for this new language, Rory gives us intriguing insights into human behaviour, how we understand value and why we make the choices we do. In the process, he takes us to a new level of understanding of how branding works.
For a copy of this lecture, you may download it here. If you would like a hard copy, please contact us. There is no charge for single copies posted to UK addresses.
