We are so much smarter than the average business or marketer gives us credit for. We are also so much smarter than a brand or segmentation analysis.People know.They know where a business “is” and whether it should be trusted.

Power corrupts and absolute power corrupts absolutely.What we have witnessed over the past few days with the closure of the News Of The World and the fast creep of the flames to other newspapers is proof that this aphorism is true.And let's be clear despite the best efforts of the Murdochs' to stem the blood loss what we are witnessing is a fundamental reshaping of the balance of power in the British media.