Johnnie Moore


Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

Paul Goodison commented on my post about Fundamental Attribution Error. He asks:

Isn’t that the point of (traditional) branding i.e. to provide a shortcut to decision making for consumers of products? If we had to take into account such context wouldn’t it completely slow down all our decision making processes?

I am not agreeing its correct to do this BTW rather suggesting that most people don’t actively think about context but rather respond almost instictively based upon previous experience and that this is what ‘branding’ exploits?

Yes brands can be shortcuts. If I buy a designer label jacket I guess I’m saving myself the bother of learning some fashion sense. And of course we need shortcuts, generalisations etc to get through life. As Paul says, we can’t spend our lives testing the context for all the actions we take. That’s why my mantra is simple principles, lightly held.

Of course, lies are often a shortcut too. So a person might decide he won’t open the whole can of worms about how tired he is of a friend’s company, he’ll make up some excuse about being busy tonight. I don’t know about you, but I find over time that lying gets to be hard work. Systemically and longer term, I think the truth is a better shortcut.

What’s happening to brands is that transparency means that if your shortcut is baloney, it’s highly likely that someone, somewhere is going to spot it and say so. Hopefully that will means brands will adapt to be more reliable shortcuts than they have in the past.

Of course truth is relative blah blah, not everyone shares opinions yadda yadda, but you get my drift right?

Share Post

More Posts

Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Passion branding

Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.

Medinge Moments

Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

What brand are you?

Thanks to Matt Tucker at Smith Associates for telling me about What Brand Are You. It strikes me that lots of companies waste money on

Just Undo It?

The AntiBrand: blackSpot sneakers, a project by Adbusters attacks Nike directly. In doing so they take on what has become one of the great icons

Putting humanity into branding

We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply

New Abbey

So the Abbey National is rebranding itself this morning. As I write this entry, they are revealing their new look, their shortened name (just “Abbey”)

More Updates

Emotional debt

Releasing the hidden costs of pent up frustrations


Finding the aliveness below the surface of stuck

Johnnie Moore

What makes people laugh at improv?

I’m currently reading Everything’s an Offer by Rob Poynton. He is probably the most articulate thinker about the value of improvisation in organisations. His book is a real treat. When

Johnnie Moore

The Student, the Nun and the Amazon

There are moments when I get really excited by an unexpected byproduct of my own blog. One such happened a week ago when I met Sam Clements. Sam found me

Johnnie Moore

Distributed intelligence

There’s an interesting post by Shawn Callahan on how Google is applying the Wisdom of Crowds by creating an internal market in decision-making.

Johnnie Moore


Two people are walking towards each other along a crowded pavement. Each is carrying a precarious pile of boxes in front of them. They see each other coming, and as