The Modern-Day Don Draper
Originally published in 1766, Encyclopaedia Britannica defines the word 'alchemy' as a form of speculative thought, attempting to transform base metals such as lead or copper into silver or gold. For centuries, alchemists were thought to possess mystical powers to create elixirs of immortality, panaceas to cure any disease and allow humanity to achieve magnum opus perfection of mind, body and soul.
Often clothed in tweed, cardigans or corduroy, Rory fashionably marches to the beat of his drum, recognized globally as a modern-day marketing alchemist.
Millions worldwide who watch him on YouTube would raise a tumbler of the finest Scotch and agree. So would the Fortune 100 clients who pay Rory a pretty penny for his thoughts. For any seeker on the journey to enlightenment, this Cambridge grad from Wales is worth paying attention to. An Ogilvy lifer who once worked on the Amex and Dove accounts, Rory Sutherland's ground-breaking book is a business literature version of precious metal; ALCHEMY - The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. A contrarian masterpiece, it expands on Rory's core message that when everyone goes one way, you can always go another and avoid a death-spiral race to the bottom of the price-driven commodity barrel.
Often described as this era's answer to the legendary Don Draper from Mad Men, Rory reminds us that effective marketing still runs on the juices of creativity instead of a data-driven machine driven by keywords or algorithms. From his humble, smoking jacket viewpoint, successful marketing must avoid logic and rationality because, like any sound military strategy, it largely depends on the element of surprise.
Suppose you are even remotely curious about building something wonderfully magical, heretical or slightly naughty, funny or wise about your brand. In that case, you might take many notes from our extended conversation with 'The Don of Modern-Day Marketing' on Leaders & Legends.
"Tell the truth but, make the truth fascinating. You can't bore people into buying your product; you can only interest them into buying it". DAVID OGILVY
p.s…
Nearly four years in the making, BIG LITTLE LEGENDS is finally ready to be shipped worldwide straight to your front door. This book explores the origin of legends, how they are created and the significance of that insight for anyone trying to build an irresistible brand. Now available for pre-order, BIG LITTLE LEGENDS is the direct result of first-hand research and experience developing meaningful brand strategies that drive growth, prosperity and long-term equity. Twelve chapters with timeless lessons that anyone with courage, initiative and vision can apply to create a compelling brand that is both substantially different and enduringly relevant. The way we choose what to buy, like choosing to vote, which football team we support or deciding on a vacation destination, will never be logical. This is why the brand legend in any product/ service category always enjoys a hefty competitive advantage over the many other players hoping and trying desperately to get noticed. Learn more here.
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