The Long and the Short of It: A guide to finance and investment for normally intelligent people who aren't in the industry

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The performance marketing revolution shaped a decade of marketing where everyone was told brand building was an old fashioned and inefficient way of thinking, and that the smart way to go was to use big data to serve these activation messages at the last moment,” he explains. the best campaigns are hybrid: emotional, “fame” system 1 campaign to deliver long-term brand building over a period of >1 year and a more rational, system 2 activation level campaign running in parallel to support immediate/short term sales

It’s been 10 years since “godfathers of effectiveness” Les Binet and Peter Field published their book The Long and the Short of It. If you're wanting to continue to build brand your brand over the long term, focus on more emotive communications strategies rather than more activation communication strategies. Brevity may be the soul of wit, but it is also much more. In this exploration of the shortest literary works-wise sayings, proverbs, witticisms, sardonic observations about human nature, pithy evocations of mystery, terse statements regarding ultimate questions-Gary Saul Morson argues passionately for the importance of these short genres not only to scholars but also to general readers. We are fascinated by how brief works evoke a powerful sense of life in a few words, which is why we browse quotation anthologies and love to repeat our favorites. Arguing that all short genres are short in their own way, Morson explores the unique form of brevity that each of them develops. Apothegms (Heraclitus, Lao Tzu, Wittgenstein) describe the universe as ultimately unknowable, offering not answers but ever deeper questions. Dicta (Spinoza, Marx, Freud) create the sense that unsolvable enigmas have at last been resolved. Sayings from sages and sacred texts assure us that goodness is rewarded, while sardonic maxims (Ecclesiastes, Nietzsche, George Eliot) uncover the self-deceptions behind such comforting illusions. Just as witticisms display the power of mind, and “witlessisms and ” (William Spooner, Dan Quayle, the persona assumed by Mark Twain) astonish with their spectacular stupidity. Nothing seems further from these short works than novels and epics, but the shortest genres often set the tone for longer ones, which, in turn, contain brilliant examples of short forms. Morson shows that short genres contribute important insights into the history of literature and philosophical thought. Once we grasp the role of aphorisms in Herodotus, Samuel Johnson, Dostoevsky, and even Tolstoy, we see their masterpieces in an entirely new light. The Long and Short of It: From Aphorism to Novel by Gary Morson – eBook Details In the latest episode of Marketing Week’s This Much I Learned podcast, Binet and Field discuss the inception of the book and reflect on its impact on the marketing industry. Perfect for a trivia night or a long trip, #TrainTeasers will both test your knowledge of this country`s rail system and enlighten you on the most colourful aspects of its long history. Meet trunk murderers, trainspotters, haters of railways, railway writers, Ministers for Transport good and bad, railway cats, dogs and a railway penguin. This is NOT a book for number-crunching nerds. Many of the answers are guessable by the intelligent reader. It is a quiz, yes, but also a cavalcade of historical incident and colour relating to a system that was the making of modern Britain.Among living American Scholars of Russian literature, Gary Saul Morson has earned a reputation as one of the most thoughtful and productive among us. . . Morson's book is fun to read. It is thought-provoking and illuminating but delights over and over again with its sparkling specimens, culled from the whole literary heritage of man-kind, chiefly western, but with a few Asian gems from Confucius and Lao Tzu thrown in. . . Morson writes well, vividly, and without jargon. . . I thoroughly enjoyed this book and have been enlightened by it." In print for the very first time, The Long and Short of It collects eight unmi ssable short stories from the international bestselling Chronicles of St Mary's series. But my rationale for studying economics had, from the beginning, been concerned for application. My career began to change direction when I was asked to join a group to review the structure of the British tax system. This group was established under the auspices of a newly established think tank, the Institute for Fiscal Studies, and was headed by James Meade, another economist who had achieved the ultimate distinction of a Nobel prize. Meade’s rigour was as demanding as that of Mirrlees, (both delivered it with extraordinary personal charm). But the most important effect of my experience with the Meade Committee was that I began to develop a taste for the popular exposition of economic concepts. measurement of brand building activity should take place over at least a year (anything less and it will look like it’s underperformed) A lot of people in marketing weren’t even aware of what was going on. Behind their marketing world this heavy sell was going in at the C-suite, and companies were pulling money out of brand building and developing their own performance marketing operations, and marketing was missing out on that budget. So that became the rally cry as it was going on in a rather clandestine manner.”

In this vein, I wrote (with Mervyn King, now Governor of the Bank of England) a more personal account of issues in taxation, The British Tax System which ran through five editions.In this comprehensive discussion, Binet and Field also look ahead, sharing their thoughts on using digital channels for brand building –“it’s not about channels, it’s about mechanisms”, Binet says – measuring success online and making the case for marketing investment. The Great St Mary's Day Out Hooray! Hooray! It's a happy holiday. For everyone except Max the only one with her mind on the job. We looked at it in quite a few different ways and the only area where rational communication worked best was short term, direct response, performance marketing. Everything else it was primarily emotional.” Binet and Field clearly communicate how long-term and short-term marketing strategies can work together, and they outline a suggested approach to divvying up the associated budget. Field says: “Lots of companies have had their fingers burnt by trying to brand build online… It is perfectly possible to build a brand online, it just turns out to be much more difficult than anyone imagined. And it’s only recent work that has really taught us why.”

Bonpland provides a foil for Humboldt's otherworldliness during subsequent landfalls, always looking for the next shag while his master measures relative dampness and scratches moss off walls. Even though it is Humboldt who is investigating the real, it seems as though the very act of measurement is seducing him away from it, while Bonpland has no such illusions. The Very First Damned Thing From the very beginning of St Mary's. Discover the truth behind Markham s stolen furniture and Professor Rapson s flies. We are fascinated by how brief works evoke a powerful sense of life in a few words, which is why we browse quotation anthologies and love to repeat our favorites. Arguing that all short genres are short in their own way, Morson explores the unique form of brevity that each of them develops. Apothegms (Heraclitus, Lao Tzu, Wittgenstein) describe the universe as ultimately unknowable, offering not answers but ever deeper questions. Dicta (Spinoza, Marx, Freud) create the sense that unsolvable enigmas have at last been resolved. Sayings from sages and sacred texts assure us that goodness is rewarded, while sardonic maxims (Ecclesiastes, Nietzsche, George Eliot) uncover the self-deceptions behind such comforting illusions. Just as witticisms display the power of mind, "witlessisms" (William Spooner, Dan Quayle, the persona assumed by Mark Twain) astonish with their spectacular stupidity.This shrewdly analytic, generously appreciative inventory of a dozen microgenres breaks lots of new ground. Morson not only discriminates dictum from witticism, maxim from summons and thought, but also shows how aphorists in a wealth of cultures have invoked generic tradition and infighting to score points. He furthermore illuminates the role played by aphorisms, and the outlooks they epitomize, in the narrative shaping of works from Oedipus and Job to Middlemarch and Boswell's Johnson."