Perception trumps reality.
Good marketing is designed to create need. But advertising veteran Rory Sutherland suggests that maybe we would be better off finding the benefits in what we already have. Sutherland’s witty, rapid-fire presentation on embracing “intangible” value succeeds by entertaining and informing. His liberal use of humorous anecdotes illustrates – without obscuring – the substance of his message. getAbstract heartily recommends this presentation to marketing professionals who appreciate the astute, if offbeat, perspective of a seasoned expert.
In this summary, you will learn
- How advertising and marketing create the perception of worth,
- Why it’s important to look for value in what already exists,
- How to find substance in intangibles.
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