Digital pebbles

Clarke Mulder Purdie on PR, media and other random topics

On Philip Gould, politics, business and emotions

Posted by Graham Hayday on September 14, 2007

My colleague Chris Clarke writes:

Last night, I attended an audience with Philip Gould, New Labour’s favourite pollster, organised by Lexington Communications. 

He provided some fascinating insights into the precision planning that goes into generating, and sustaining, political parties.  It struck me that many of his observations about the current climate such as the rise of global transparency, the increasing importance of ‘identity’ and the reliance on instinct and emotion can equally be applied to businesses. 

Today’s consumers expect businesses and brands to be authentic and driven by a desire to change things for the better as much as politicians.  So the challenge to business is to appeal to people’s emotions and instincts not just bang on about all things the rational things such as price and products. 

But not only was the discussion fascinating, the canapés were delicious. 

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