Brand dreams and brain trash
Mark Oldridge Ogilvy & Mather
BRAND DREAMS AND BRAIN TRASH
'A Theory of Mind may be fashionable among academics and psychiatrists but it's far from fashionable anywhere else; nor does it deserve to be' (Jeremy Bullmore BBG Annual lecture 2001)
We really don't like theories. But we use them everyday and they are fundamental in the business of research and planning. All of them, and there are many, attempt to fully explain the one thing;
'What is going on inside our heads that makes consumers...