MT Rainey's classic texts: Stephen King's "Another turning point for brands?"
INTRODUCED BY MT RAINEY
It has been said that advertising has many gurus, professors, geniuses and mavericks, but only one King. As a young planner, trying to practise and pioneer the discipline in the US, I devoured Stephen King's papers and speeches as ballast to my arguments for using advertising to shape and add value to brands, rather than simply to reflect a product proposition.
While much has been made of the contrasting styles of JWT and BMP, I believe those differences were emphases of practice, rather than conviction, and that both approaches reflect the importance of brands to the economic value of a company and the power of advertising to create new value in those brands.