The desire to be liked is vanity

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

In reading Wendy Gordon's article about liking (Market Leader Q2 2017), I am reminded of quite how irrelevant and marginal much of what I do is. Nobody cares about brands and advertising. They have lives to live, full of much more important stuff than what I do for a living. When they're looking at their Facebook feed or watching TV, we're the bit that isn't what they're there for.

But here's the thing: it doesn't matter.

No, I would go further than that. It's actually quite a good thing. I've done this for the best part of a...

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