Author: bmmarketer

copywriting

Valence

Noun. The intrinsic attractiveness (positive valence) or aversiveness (negative valence) of an event, object, or situation. The emotions popularly referred to as “negative”, such as anger and fear, have “negative valence”. Joy has “positive valence”.

If you’re going to take up people’s time, you might as well make it worth it.

Gerry Graf, advertising legend

Campaigns

This ad caused controversy…

…it was accused of fat-shaming, although the Cancer research charity behind it responded by pointing out their ads were simply stating facts, and that raising awareness of the issue is critical. Whatever our individual perspectives, it shows the power of communications (and demonstrates the power of omission to intrigue and draw the reader in).

Quotes

Building brands is the same for companies and musicians

“What’s the secret for an artist to have a long career today? Quality — of everything you do. Make quality the priority, not speed … Dre says we’re seeing a lot of quantity over quality right now … If you don’t want to be disposable, take care of the art.”

Jimmy Iovine, music industry legend

A strategy that is easily copied fails fast

Dan Wallace, co-author – The Physics of Brand