Modernise, but don’t kill off what people hold deer

Since giving my opinion on last week’s Vox Pop question (DW 29 May), I’ve been reminded of some famous research stories. The world’s most successful campaigns and products resulted from chief executives ignoring ‘It will bomb’ research results – Marlboro

Since giving my opinion on last week’s Vox Pop question (DW 29 May), I’ve been reminded of some famous research stories.

The world’s most successful campaigns and products resulted from chief executives ignoring ‘It will bomb’ research results – Marlboro Cowboy, Sony Walkman.

Similarly, endless ‘major bombs’ have followed exhaustive research to the contrary – New Coke, Sainsbury’s manic John Cleese, Babycham killing-off Bambi.

Shaun Dew

Joint managing and creative director

Dew Gibbons

London EC2

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