Davies On Brand Handling

Davies On Brand Handling
Advertising
Piers Fawkes, PSFK
  • 23 march 2007

Russell Davies republishes his latest piece on Brand Handling from Campaign magazine. Here’s a short extract:

I mention ‘handling’ because it seems like the perfect word to describe one of the pointless terrors of the modern marketing world; the tendency to endlessly debate and delineate the characteristics and minutiae of the brand, while completely failing to connect with any genuine business problem. I’ve come to think of this as Brand Handling; a kind of academic game which sucks everyone in but which only results in the Brand being Handled; that is pummeled, fondled and massaged through endless meetings and PowerPoint decks but with no substantive change happening in the real world. I bet you know what I mean.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.