Good post by the Ad Contrarian:
Our Principal Problem Is Principles
In most fields of endeavor progress is achieved by the accretion of knowledge over time.
Advertising is different. We respect no history. We observe no principles. We have no connective tissue.
Every generation tosses out what was learned before and declares it dead. Marketing is dead. The Big Idea is dead. Positioning is dead. Brands are dead. Traditional media are dead.
Every generation invents its own clichés that mean nothing, but for a brief time pass for principles -- likeanomics, engagement, conversations, storytelling, empowerment.