Evidence receipt / evaluation
Published · transcript-backedRory Sutherland: evaluation
21 Jul 2024 Lenny's Podcast What most people miss about marketing | Rory Sutherland (Vice Chairman of Ogilvy UK, author)
“Because in order to convey prestige, it's necessary for you to know that other people know that BMW is a prestigious car brand and so on and so forth.”
Source trail
Everything needed to verify it.
- Speaker
- Rory Sutherland
- Attribution
- Verified speaker
- Claim type
- evaluation
- Recorded
- 21 Jul 2024
- Publisher
- Lenny's Podcast
Transcript context
…Yeah. And so various things, it's not just what things are, it's what they mean. And we use brands as extended phenotypes to express ourselves in all kinds of ways. So this is the other thing with brands, it's not just a simple consumer. It's not just a simple business consumer relationship. There are all kinds of things as what does the brand I use say about me? It's do the people who know me know what this brand means? It's no good being a luxury car that only rich people have heard of. Because in order to convey prestige, it's necessary for you to know that other people know that BMW is a prestigious car brand and so on and so forth. So there are lots of things here which are second order, third order, non-linear compounding factors. We just have to acknowledge this is a different kind of maths and yet we're being judged on an X minus Y equals Z maths. Doesn't make any sense. Maybe as a final question, is there anything you want to leave listeners with, folks that are building product? Any lasting piece of nugget or advice?…
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