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Malcolm White

OK, that's not strictly true. Actually, it's not true at all.
If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud.
I've just come out of a dispiriting advertising research briefing and I wish I could time-travel back to 1974.
Malcolm White looks back ... at Rosser Reeves' legacy, not just his fallacy.