OK, I openly admit that is the worst post title ever.
But hang in there.
The reason I said it is because – let’s be honest – our industry can talk a lot of shite.
Not only that, we can – and often do – spend an inordinate amount of time ‘discussing’ stuff that should be pretty simple and obvious to solve/decide.
I have a friend who found himself spending 2 years of his life – TWO YEARS – sitting in various meeting rooms around the World, listening to his clients discuss whether the word “refreshing” should be included in their brand onion.
For a water brand.
No, seriously.
Even after doing this job for almost 30 years, I still haven’t been able to work out if the mind-numbingly relentless monotone of discussion is due to internal politics or individuals who realise that stopping decisions actually generates greater revenue.
However, while the way many go about this stuff can be rightfully ridiculed, the reality is the issues being discussed are often important – at least from a brand perspective – which is why the next time someone say’s brand hierarchy is a load of bollocks, show them this …
Just make sure you then don’t spend 2 years discussing what the right bloody answer is.