Why Does The Pedlar Sing? - Paul Feldwick
In this extended edition of Uncensored CMO, I'm joined by the author of "Why Does The Pedlar Sing?", Paul Feldwick. Paul has combined his own experience of strategy & planning with BMP gained over 30 years with a look at the history of Advertising to show how we have been misled by many of the myths of Advertising. Paul argues that Advertising is much more like popular entertainment that we care to admit and shows what we can learn from people like PT Barnum and his showmanship.
“the buying of time or space is not the taking out of a hunting license on someone’s private preserve, but it is the renting of a stage on which we may perform” - Howard Gossage
This is just one of the tremendous quotes contained in Paul Feldwick’s intriguingly titled new book ‘Why Does the Pedlar Sing?’ about what creatives really means in Advertising.
Here's what we covered in this episode:
- How a Shakespear play inspired the title of the book
- A short history of Advertising and the different models used
- The importance of Daniel Kahnemans availability and affect heuristic
- The Adland myth that entertainment doesn’t sell
- Showmanship and why we should all be more like PT Barnum
- Why bad research forces you to do one thing whilst actually doing another
- Barclaycard and the most honest case history of making an Ad ever written
- How Rowan Atchison inspired one of the greatest Ads ever made
- Why any process of discovery will involve a lot of trial and error
- How PT Barnum created Fame for his Jenny Lind Tour
- Why celebrity fame and brand building are far more similar than people care to admit
- Why we should be talking about Fame rather than Mental Availability
- What we can learn from Strictly Come Dancing
- “I had more energy & ingenuity” The importance of energy in creating & sustaining success
- The 4 different facets of Fame that are critical for success
- Paul’s manifesto for reclaiming Creativity
