Written by

Andrew Millar


February 6, 2007

In a thousand years, when the sands of time have covered our long dead civilisation, future Archaeologists, scratching around in the dirt will uncover our landfills and rubbish tips.

What image of our society will they reconstruct from the long discarded marketing materials they find? What theory will they concoct about what kind of people we were?

One observation might be that we were tolerant of people with mental illness. We appear to support their retail business enterprises with enthusiasm if the marketing materials of Mad Barry’s, Crazy John’s, Crazy Dave’s, Crazy Bob’s etc survive.

Seriously, when did feigning insanity become a strategic marketing plan?

And why are so many people aiming to set up businesses based purely on discounting? The answer is, of course, it is the easy way out. The effort and vision needed to develop a strong, coherent and relevant brand in the market takes commitment and genius. Its hard, hard work.

In fact, you need to be mad to attempt it. Which rather defeats my argument.

So, I’ll see you next time we shop at Tourette’s Tony’s, where everything is at fuck, fuck, fuckin good prices!

Andrew Millar
Creative Director/Partner