There’s a story about the Zen master Mu-nan who had only one successor. His name was Shoju. After Shoju had finished his training, Mu-nan called him into his room. “I am getting old,” he said, “and as far as I know, Shoju, you are the only one who will carry on this teaching. Here is a book. It has been passed down from master to master for seven generations. I also have added many points according to my understanding. The book is very valuable, and I am giving it to you to represent your successorship.”

“If the book is such an important thing, you had better keep it,” Shoju replied. “I received your Zen without writing and am satisfied with it as it is.”

“I know that,” said Mu-nan. “Even so, this work has been carried from master to master for seven generations, so you may keep it as a symbol of having received the teaching. Here.”

The two happened to be talking before a brazier. The instant Shoju felt the book in his hands he thrust it into the flaming coals.

Mu-nan, who never had been angry before, yelled: “What are you doing!”

Shoju shouted back: “What are you saying!”

In Tibetan Buddhism there’s the art of the Sand Mandala, which is ritualistically destroyed once it has been completed and its accompanying ceremonies and viewing are finished to symbolize the Buddhist doctrinal belief in the transitory nature of material life.

Objects are impermanent. The Taliban’s ritual is full of anger. You can read more about it here. This is an important part of Buddhist history. It is upsetting to many people. Yet perhaps it is time to create new art for a new time.

I was in the pub the other night for a quick beer with a couple of creatives that I work with and the discussion was based around is what we do art or is what we do to sell stuff. Interestingly it was the creatives that were debating this thought. But then what is art anyway.

I argued for the art side. Because what we’re doing is trying to create something that’s of value in people’s lives and that becomes a vehicle for the selling message. This is an extension of the somewhat cynical idea that advertising needs to be entertaining because people will be more receptive to the advertising message when their entertained.

People involved in marketing can be a cynical bunch, but when they’re not they’re often passionate about the value of their product or service to the public. If what we’re offering in a communication is intrinsically of value then the product or service will have offered the communication of itself for people to have. And that may predispose them to consume something offered by the brand that has a monetary value to it.

At its simplest a brand communication may make you feel good about yourself. What else can that brand do that will make you feel good about yourself? As I see it this is one of the futures of our industry that puts human worth back into the equation.

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