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David Levy
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Mar 15, 2010
Tim, As usual, you have found the perfect insight to poke a hole in the latest cacophany that masquerades as "prevailing wisdom." Everyone is smarter than everyone else, yet few people seem to be able to approach the substance of people like Ogilvy. I particularly like your discussion of Phyllis Sweed, the editor. During the many years I spent at Reader's Digest (fact checker, editor, interactive guy), I discovered that one of the best "inventions" (so to speak) in the world of American business is a good editor. A good editor knows his or her audience, but REALLY KNOWS them. What they want, what they don't want. They know the audience through connections, through taling to them, but also through the incohate processes of non-conscious thought and gut-feel. Malcom Gladwell wrote about gut-feel in "Blink" and Guy Claxton wrote about non-conscious thought in "Hare Brain: Tortoise Mind." Those editors can capture ideas, movements, in moments and make judgements that create great stories (and avoid wasting time on others). Save your market research budgets, and get your self a smart editor.
It's amazing how things happen in bunches. I'd never heard of this movie before today (I live in the woods of CT and there are no posters anywhere). Now today I've seen at least 5 or 6 references to it including Brand Noise and here
Toggle Commented Apr 2, 2008 on Good Placement Fat Boy at Brand Noise
Wow Tim. I saw that story as well and it got me thinking about the value of storytelling in a marketing context. I posted some thoughts here
Toggle Commented May 22, 2007 on The Redemptive Self at Brand Noise
Great post Tim, although the continuing demise of Elvis Costello's cred can only dismay fans of "This Year's Model." interesting use of the word "evolved." ;)
Toggle Commented May 15, 2007 on Home Wins at Brand Noise