“There are three key mental shortcuts that help people decide between brands. We call them Fame, Feeling and Fluency:
1. If a brand comes readily to mind, it’s a good choice (Fame).
2. If a brand feels good, it’s a good choice (Feeling).
3. If a brand is recognisable, it’s a good choice (Fluency).
These rules of thumb are what behavioural scientists call the ‘availability heuristic, the ‘affect heuristic’ and the ‘processing fluency heuristic’.”
Orlando Wood, System 1, behavioural expert
It’s hard to get people to watch a 2 minute commercial. This has a pretty fine crack at doing that 😊
“Working from a method or a formula is guaranteed to do the same thing to the effectiveness of an idea that time does to a loaf of bread. Ideas must be hot out of the oven if they are to arouse the appetite. That is why, in communications, imitation is commercial suicide”
Bill Bernbach, advertising legend
McDonald’s Bruges.
via James Herring on LinkedIn
From children’s online bullying charity, The Cybersmile Foundation
Always assume that whatever we do, no one is going to notice it … It has to be more shocking, more outrageous, much bigger, to even begin to make a dent in the real world.
Dave Trott, advertising legend, talking about the need to ‘go big’
If it can be copied, it will be copied. If it’s cheap and easy, it won’t work
Alex M H Smith, strategist, talking about the imperative for marketing plans and tactics to be different
Nike’s ‘You Can’t Stop Us’ advert
Bite-Sized Marcomms 