A seasonal guide to insulting people...

Jeremy Bullmore

We know what we think about brands. But what do brands think of us? Jeremy Bullmore speculates.

I've written about this before and it continues to intrigue. We spend a great deal of time and money trying to find out what people think about brands. But at least as fascinating is trying to deduce, from a careful study of their Special Offers and their Creative Approaches, what brands clearly think about us.

They think I'll buy a PC that I've never wanted because it now costs less. So they think I'm stupid.

They think I'll pay for a Titanium Credit Card because it will impress head waiters and upset my golfing partner. So they think I'm petty and socially insecure.

They think I'll be tempted to spend an expensive weekend in a remote and draughty mansion because it has real log fires and once belonged to a person with a title. So they think I'm a snob.