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.

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