It would seem that a clutch of time-rich, very clever people (including no less than Alain de Botton) have opened an agency in Bloomsbury to flaunt their cleverness in front of time-poor, less clever people. The idea behind the School of Life is to help those who cannot immediately cross reference a dozen or so writers and thinkers, whose dinner party conversation has all the depth of an audience with Katie Price, and whose wit and wisdom is accumulated from listening to Terry Wogan. Which makes the founders a bunch of patronising so and sos in our book. As a merchandising and packaging exercise, this is a masterpiece; as entertainment – hey, we’re tempted; but as a viable way of enriching the ‘proles’, it sucks.
Marketing the Ego
Last Updated 04 August 2008