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New Thinking From DDB Australia and NZ to Create 'Unreasonable Growth' for Brands and Businesses

Based on the power of unchanging human emotions in a rapidly changing modern world.

New Thinking From DDB Australia and NZ to Create 'Unreasonable Growth' for Brands and Businesses

DDB has today, for the first time, released details of its new thinking to create 'unreasonable growth' for brands and business.

The thinking is significant because it challenges the long-standing business premise that growth is anchored to a consumer who makes reasonable and logical decisions to advance their lifestyle.

image003 (1).jpgPioneered by DDB Australia and New Zealand, the thinking is based on the power of unchanging human emotions in a rapidly changing modern world. The central thesis is that we are now, more than ever, living in an "age of unreason."

There used to be three golden rules to grow your business - 1. Win Your Category, 2. Win The Mind of Your Consumer, and 3. Win Today.

Instead, DDB Australia proposes three new rules - 1. Culture Dwarfs Category, 2. Feelings Conquer Thinking, and 3. Long Term Beats Short Term.

DDB Australia CEO Andrew Little said this represents a paradigm shift in theories of business management, and DDB has been rolling this thinking out with multiple clients, including Expedia, McDonald's and Volkswagen, with huge success.