Communication: Accountability is not enough

Rory Sutherland

It's time that marketers broke free from the restrictions that are imposed by business language and devised a vocabulary that actually reflects human behaviour.

Communication: Accountability is not enough

Rory Sutherland

It's time that marketers broke free from the restrictions that are imposed by business language and devised a vocabulary that actually reflects human behaviour, says Rory Sutherland.

Unlike many in marketing, I am rather ill-disposed to words like 'accountability'. It seems to me that this notion imposes on brands a demand for numerical quantification which may simply be neither possible nor desirable -and may risk underestimating significantly a brand's true value.

How do you 'account' for the effect a brand may have on the quality of the people you hire, or on...

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