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

About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.