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...