The Beermat theory

Hugh MacLeod provides a good anecdote that explains why big media behemoths won't take on our strategies, at least for a while:

So the beermat story taught me this painful lesson about big business: an expensive solution will always look better politically than the cheap solution, because the former allows the client to justify his large salary.

It's not about solving your brand's problem. It's about buying access to private schools and country clubs for people who don't give a damn about you or your business. That's where your money goes when you embrace the ordinary. You have been warned.