Return on Investment Is Dead. Long Live Return on Emotion

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Act 1 First money was disconnected from economic and social reality. Euphoria detached from common sense swept over the financial markets. It was intoxicating: 'We'll take, take again and keep on taking'. Who cares about the consequences?' The world was heady with finance. Marketing and communications accompanied that period of fervent individualism, promoting a desire for instant gratification and a denial of responsibility for the future. Act 2 When the financial crisis hit, the world woke up with a hangover from a really bad trip. People looked at what had happened, rejected the golden calf and praised solidarity. Community and human values returned to the forefront and revived a passion for conserving natural resources and taking pleasure in simple things. Marketing and communications rode the wave of repentant humanity. Act 3 However, repentance did not stop the forward march...

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