You are here: Home / Lifestyle Marketing / Screw The Lowest Common Denominator

Screw The Lowest Common Denominator

June 30, 2005 By

Anthropologist, Grant McCracken, considers the Hegarty trade off.

At some point, almost all the important players in the world of marketing embraced the Hegarty trade off*. They stopped trying to appeal to everyone all the time. They gave up climbing to ever cheerier, cheesier heights of good humor. They surrendered the

Submit to reddit
Filed Under: Lifestyle Marketing
About David Burn

I wrote my first ad for a local political candidate when I was 17 (she went on to win her race, and I felt the power of persuasive copy for the first time). Today, I live near Portland, Oregon and spend my days building brands for companies that matter.