Charles Wigley
Jan 5, 2018

The dangers of binary thinking

BBH's APAC chairman explores the siren song of the false dichotomy.

I was at a conference recently and listened to a media speaker bemoan his inability to get clients to forgo their relentless focus on reach and instead switch to driving relevance with consumers.

It was a very fashionable argument, with lots of mention of engagement, brand advocacy and so on. But two things immediately struck me

  1. It didn't seem he had read anything by Byron Sharp, who ...

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