I have to applaud Nathan Wagner, a friend with whom I chat about all things marketing and branding. he occasionally leaves a comment on this blog, and that starts an offline conversation.

Having worked for some pretty cool interactive agencies, he’s launched is own shop, called Creative Refinery. Intriguing name, that. (Previously there was BaconPony) Nathan is one of the few marketing practitioners I know of who rather than parrot the marketing-speak from business books, coins his own expressions. His recent blog post (the blog is called “Relevant Chews” – go figure!) talks of something after my own heart. The ordinariness of the consumer:

“I am not a consumer.  I am a husband, father and a hard working guy – but I could be your next loyal customer.”

I found it almost echoes a famous David Ogilvy idea: “The consumer is not a moron. She is your wife.” Actually I think that’s a  misquote. It is most likely Ogilvy said “The customer is not a moron. She is your wife.” Big difference.

The refinery guys should know.