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 in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.