How less can often be more in the news

by Sue Skeats, 4 September 2009

A quick trawl of stories catching our eye this week show it’s often still the sweetest, simplest ideas that shine through.

First off there was John Lewis with its new spin on ‘make do and mend’ for the credit-crunch age. Apparently sales of sewing machines, buttons and the like have rocketed, so the wily retailer has come out with a book choc-full of timeless patching-up and ekeing-out tips, tapping into nostalgia and zeitgeist at the same time. All harking back to its pre-eminence as supplier of all things household - and hoovering up a pile of media coverage along the way.

Then there was the hairdresser who set up business on a layby on the A6 near Luton. After soaring business rates forced him out of his premises, he pimped up a van and took to the road instead. Ben the Barber says he’s doing a roaring trade. Not only are passing drivers now flocking to see him, so are national and local TV news crews.

Finally, there was the story of Courvoisier, not everyone’s immediate first choice drink. In an effort to get people sampling the brand, they came up with the ingenious ‘I Don’t Know’ cocktail – beautifully served up, free, to all those dithering at the bar in a string of swanky outlets across the UK.

All pretty much in line with The View’s view on publicity. There’s a lot to be said for, where you can, keeping it simple, stupid (KISS). Mwah mwah.

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