St Bob

"There are two dangerous assumptions in this: “We’re just paid to focus on the brand” approach. First the whole “brand-led” approach is based on the dangerous assumption that behavioral change is the product of attitudinal change: in reality it happens more often the other way round. Or, as St Bob puts it in Brownsville Girl: “People don’t do what they say they believe, they just do what’s convenient and then they repent.” The second assumption is just as dangerous: it is the dangerously linear assumption that the best way to build a brand is to set out to build a brand. I really don’t believe this. I think if you set out to build a great business, you’ll stand a fair chance of building a great brand. I am not equally confident that someone aspiring to build a great brand will build a great business."