One thing that always puzzles me is why planners (and designers and creatives as far as I know) always obsess about theories and theoretical charts. Is it a good thing or are we losing track of the bigger picture?
Recently our blogosphere has seen debates on big ideas vs small ideas, prog vs punk ads and so forth. But is it not the case that there is no right answer?
I like electronica, but I know not to play it at a Slayer gig. I like heavy metal, but I know not to play it at a wedding. Why is it that we often try to fit one type of music to every event, surely the best type of solution is the one that is most relevant to the brief and client?
Its also the case that even when a theory is right, it doesnt always stay that way. Einstein's theory of relativity has been effectively challenged on many occassions. Just because Bernbach and Lever were right back in the 50's and 60's doesnt mean they are 100% right now, but it also doesnt make them wrong.
Do we theorise too much? Or are we justified to do so providing we always stay true to the needs of brands and clients? Or am I wrong too?