I Feel For You

Author: Jim Carroll, Chairman, BBH London I was watching the splendid Truffault film, Jules et Jim. There’s a scene in which Jules, courting the mercurial Catherine, endeavours to impress her. ‘Catherine, I understand you’, he says. Catherine replies,’ But I don’t want to be understood.’ I paused for thought. Don’t we spend our lives trying to understand consumers? What if, like Catherine, they...