Eshin Direct

Perhaps it was a little stupid. Perhaps it was the fever working itself through my brain over lunch. But in any case, when you tell a prospective employer that you don’t really believe in quantitative data, you’ve pretty much shot yourself in the foot. The problem is that brand planning relies so much on consumer data that it’s easy for the job to become a matter of numbers and statistics, rather than qualitative data.

I still don’t believe in quantitative data. I mean, as a brand planner, who the hell really cares about how many hours that you spend watching TV…. or how many times you check your mail online? Does it really make for better branding understanding this data? Perhaps it does… but then one has to think back to the Apple “1984″ TVC and realize that it was shown only once during the SuperBowl.

Once. No product shot even.

Those Apple guys must have been crazy.