Brand dreams and brain trash

Mark Oldridge
Ogilvy & Mather


'A Theory of Mind may be fashionable among academics and psychiatrists but it's far from fashionable anywhere else; nor does it deserve to be'
(Jeremy Bullmore BBG Annual lecture 2001)

We really don't like theories. But we use them everyday and they are fundamental in the business of research and planning. All of them, and there are many, attempt to fully explain the one thing;

'What is going on inside our heads that makes consumers buy one brand rather than another?'.

All of our existing models on what goes on in there are based on one much abused metaphor The Mind as a Machine. This model is wrong, and this paper will demonstrate why.