It's time to stop looking on the bright side

Rory Sutherland

Rory Sutherland suggests that marketers need more case histories of brand failures. This idea is drawn from the idea that the typical advertising pitch is made on the basis that: 'If you do X, then wonderful things will happen.' In computing, such a sales tactic would only be adopted in moments of desperation.

It's time to stop looking on the bright side

Rory Sutherland

We need more case histories of brand failures, says Rory Sutherland.

You know those women who occasionally hang around outside the Old Bailey waiting for the Group 4 van to arrive with some child molester on board? As the van makes the turn into the underground car-park, these modern-day tricoteuses run towards it as a crowd, banging on its sides and shouting “f***ing scum, at the defendant inside.

If you know any of those people, it would be really handy if you could pass me their contact details....

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