“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 