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How not to plan - Les Binet & Sarah Carter
Uncensored CMO
Communication in All Its Forms
There's still a lot of sort of reason to believe thinking. And can we own this kind of questions and things going on which clearly are just wrong and don't matter? Again, there's a wider point in a way which is that with communication in all its forms, how you say it often matters more than what you say. If you want to change their mind, you've got to get the emotional temperature and everything right first. It's not all about rational persuasion or whatever. But we have this model of advertising as being a communication, a delivery mechanism for a proposition or something like that. I'm not sure that's what most of it's doing... Paul Feldwick talked a
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