With the natural hyperbole so common in advertising Dudley Moore highlights perhaps an inconvenient truth – that advertising is mostly not honest. But does that make it a bad thing?
In Dudley Moore’s classic 1990 movie ‘Crazy People’ the lead character, an ad-executive called Emory Leeson, hits on a novel idea for his new series of advertising campaigns: just tell the truth and stop the schmaltz and corny ads. His line for Volvo? ” They’re Boxy – But They’re Good”. And an on-message line to help promote the Greek tourism industry? “The French Can Be Annoying: Come to Greece – We’re Nicer”. Well, they do say all comedy is truth. And of course, with the natural hyperbole so common in advertising Dudley Moore highlights perhaps an inconvenient truth – that advertising is mostly not honest. But does that make it a bad thing?
Over 13 years – a Cambridge University PHd named Michael Lynch took his research into the mysterious world of ‘pattern based computing’ – added a £2000 chance investment he obtained from a bloke he met in a pub – and turned this into into an international technology giant that last month was purchased by Hewlett-Packard – for something in the region of $10.2 Billion. His story shares a lot of similarities with Mark Zuckerberg – the founder of FaceBook. And as he built up what would become Autonomy Corporation, Lynch agrees that there were indeed lots of late night coding marathons fuelled by chinese takeaways. However, unlike the movie ‘The Social Network’ – his ‘group of British nerds’ were never ever surrounded by beautiful women…
A bench stone is used to build and sharpen valuable blades and other important tools. Bench stones are specialist resources and some are even diamond coated. Over twenty years I have come to passionately believe that partnerships and alliances are vital and valuable marketing tools that when properly managed can give businesses a unique cutting edge – creating an advantage that is difficult, expensive if not impossible for rivals to replicate. And Benchstone Marketing Limited is established to support senior management, brands and organisations plan, pioneer and sharpen their marketing partnerships.