Screw The Lowest Common Denominator

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

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.