Now we have more brands of political parties than toothpaste, politicians may wish to take a leaf or two from the Branding 101 handbook.

Here are some suggestions.

Between marketing Jack Daniels and finding issue with the theory of relativity, Ivan told me he was writing a book called “Marketing in a Nutshell”.  A few years later, after a further wrestle with Einstein, I asked Ivan how the book was going.  It’s finished he told me – but no publisher would touch it.  Why?

Because it’s only 14 words long.

Ivan was a big bearded bear of a man with a marvelous mind; one who earnt and lost fortunes; then earnt and lost them again. In grateful memory, for I use his 14 words time and again, here is the slightly amended version of Marketing in a Nutshell  - Offer your prime prospects, a worthwhile experience, that is well distributed and well communicated.

It’s that simple.

It is a difficult time for the bipolar capitalist.  In a dog eat dog world, it’s munch or be munched and so you manically munch.  At the same time you see poverty, unemployment, disease & crime – the four apocalyptic horsemen threatening to tear apart the fabric of society – and you want to retreat into your shell.  

Mega-corporates find themselves shedding people to please shareholders, small enterprises battle to stay solvent.  Helping others - in South Africa by way of Broad Based Black Economic Empowerment - becomes a department removed from the business - another expense and a hundred more forms to fill.

Brands are more vulnerable than ever.  A few years ago the largest bank in the world was outed by an obscure action group – and Citibank changed its investment criteria based on a few ads plus a lot of passion.

Then the second largest bank in the USA, Bank of America, changed its policies on the threat of being outed.  Rainforest Action Network (RAN) 2  Banks 0.

Because when you tell me my money is invested in wholesale destruction, I will pay attention.  Eradicating rain-forests is a no-no on my agenda.  While providing sustainable employment opportunities in Southern Africa is a great, big yes (so long, of course, as I get a decent return).

If you ever doubted that a butterfly flapping its wings over Tokyo will cause a tornado in Texas, consider the global financial chaos.

If  you want to  relieve the world’s deadliest diseases,  go shopping.  Preferably at Emporio Armani, or Gap, or buy a pair of Converse shoes & use your American Express Card – so long as it’s Red.