Accountability is not enough

In this lecture to the British Brands Group in 2011, Rory Sutherland sets out the case for changing the vocabulary of marketing in order to communicate better with the people in charge of financing marketing activities but without reducing all proposals to numerical accountability.

Accountability is not enough…

Rory SutherlandOgilvy Group UK

The great behavioural economist Dan Ariely advised that before accepting any speaking engagement to which you are invited six months in advance, you should pretend the event is tomorrow and ask yourself whether you still want to speak. The night before quite a few speaking engagements, I have regretted not heeding his advice. In the case of the Brands Lecture however I am just as delighted now as I was when invited many moons ago.

Rather than a lecture, this is more of a plea – to change the vocabulary...

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