Mythbuster: Brands as thought leaders

This article argues against the common perception that brands can function as "thought leaders".

Mythbuster: Ignoring the 'still' majority

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them... like the the idea that brands are 'thought leaders'.

Often when putting together pitch submissions, we're asked which brands exemplify best practice. Which brands do we admire for their innovative marketing? Or for their social responsibility programmes?

Last week, the question was: 'Which brands are "thought leaders"?' We knew what sort of brands they were alluding to: Apple, Google or Nike. And these brands certainly have had a big influence...

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