Johnnie Moore has been 'engaging' on the topic of Lovemarks (he really does not like them) and in the process gets some really interesting conversations going with Mark at fouroboros.

I particularly like the case of the 'tyranny of the explicit'.

A friend was trying to sell a creative thinking course to a corporate and in response was told that unless the "deliverables" were made clear, the person wouldn't buy in. Because she was "accountable" to her colleagues. A client asked me to list the exercises I would use on a training in one column, with the intended learning points in the other. I refused. Bascially to do so is to deny the reality of any kind of creative learning - which is that WE DON'T KNOW where it will take us.

This is not a carte blanche to try to sell clients fuzzy concepts and 'creative' mambo-jumbo, only to remind ourselves that metrics do not measure the value of what is being delivered. And pre-defined objectives may be less useful than they are made to be.

Hey, we even have our own buzzword for this: emergent brand...

Oh, he wrote about that one too.

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