The Grey Man: Why brands need to hear dissenting voices

In the immortal, sage-like words of my old football mate, “opinions are like arseholes: just because you’re an arsehole, it doesn’t mean I need your opinion.”

Now, this might seem like a terrible place to begin an op-ed, but bear with me.

See, as poetic as his words were all those years ago, I think he had it, ahem, arse about face.  I’ve recently come to realise that, now more than ever, brands do need a variety of opinions, especially from arseholes.