NORTHERN PLANNER

1. The training scenario. You know, where new employees are schooled in the world of excellent service and unparalled dedication.

2. The manifesto  -once the springboard for 1984 and Crazy ones, now the lazy method for laying out a brand purpose. I'm talking to you TBWA/Chiat Day.

3. The 'look at us laughing at how silly advertisig is' route. Once proudly owned in the UK by Ronseal (It does what it says on the tin has become a cultural reference).

Now all too common…