'You can keep your dream economy - I want to live in the real world'

The authors accept that marketing is increasingly based on emotion – the `dream economy’ – that brands are chosen for their contribution to our self-image, and how we appear to others, rather than as functional products.

'You can keep your dream economy I want to live in the real world'

Stuart Green Coors Brewers Ltd Lisa Howlett & Thea Tetley The Leith Agency

INTRODUCTION

In his 1983 book, 'Ogilvy on Advertising' David Ogilvy left readers with his 13 predictions on the future of marketing and advertising. Number one on his list was the prediction that 'the quality of research will improve, and this will generate a bigger corpus of knowledge as to what works and what doesn't.' Few would argue thatthankfully, the intervening 20 years...

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