Rory Sutherland - On Brand, Advertising & More

Rory Sutherland,  Vice Chair at Ogilvy UK and author of the book Alchemy, the Surprising power of ideas that don’t make sense discusses brand, advertising, decision science and more.In this episode, Rory points out why ambiguity in terms like brand and IP are problematic. The word brand is used to mean anything people want. It's even been used to defend advertising, that doesn't work, The episodes touched on many interesting points including:The misunderstanding of the value of brandsThe reasons why brands might change their name and logo Situational examples when brand names can't be protectedChesterton's Fence and how it relates to Tropicana's redesignThe value in simple fame that defies logic explained by behavioural scienceThe importance of understanding what the law means by IP in terms of brandingHow plagiarism is  policed through professional shaming in the advertising industryLinkedIn: Rory SutherlandTwitter: @rorysutherland Book: Transport for Humans www.ogilvy.comValuable Resources:Brand Tuned ScorecardBrand Tuned AccreditationBrand Tuned NewsletterIP Strategy Is Part of Brand Strategy Blog