Thanks for not sharing

There seems to be an epidemic of oversharing these days in the world of brands. Every logo tweak is accompanied by a lengthy exposition from the design agency, every piece of communication is justified with a full-length feature on the making-of by the ad agency, brand managers are obsessed with collecting Brand Touchpoints with the same enthusiasm little boys show for Pokemon cards and a huge array of soul-baring corporate films clutters up YouTube.

I'm all for transparency in the sense that companies, at least, should not be trying to pull the wool over people's eyes, but many brand managers seem to confuse this noble virtue with picking their noses in public.

It has long been said that successful brands - especially those in certain categories, such as luxury goods or fashion - owe their greatness in many cases to maintaining an aura of mystique. Angostura Bitters is one of my favourite examples.

So let's hear it for mystery, aloofness, even - and a few more "Please Do Not Touch" points.