Brand dreams and brain trash

Mark Oldridge

Argues (in some detail) that the model which underpins all current theories of the brand, that it is a representational image or memory inside the heads of individuals which is modified by information processing (the Mind as a Machine), is wrong.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands