“There are times – usually just before we make a buying decision – when we want facts and figures to help us decide. At these times, a rational, no-nonsense approach tends to work best. But mostly, marketing works in a different way: creating emotional associations, so we feel good about brands when we encounter them again later. This kind of brand advertising needs to charm and seduce us. Not persuade us. And as with other sorts of seduction, playfulness and humour work rather well for brands. They disarm our critical faculties, creating warm feelings towards brands.
Research shows its those feelings that drive long-term ROI. Advertising lacking charm can have the opposite effect. It raises our defences so we scrutinise its claims more critically … the net effect is poor sales and lower profits. Especially over the long term.”
Les Binet & Sarah Carter, ‘How not to plan’
“Why do young men fight in battles? Is it for the long-term future of the country? Is it for the greater glory of your country? Is it for great ideas, like democracy? No, they care about their mates. Their immediate small group – their squad – and not letting them down. That’s why young men and women are prepared to do extraordinary things in battle…
You won’t get people to think about their future concerns – help them to think about their current concerns. Go for the immediate stuff that’s right in front of regular folk … Think about how you can help them worry less about them, give easily achievable goals and bring them on the journey with you”
Jon Leach, strategist (quoted by APG)
Nothing else we can do as marketers even comes close to the impact of creativity on effectiveness
Peter Field, advertising expert
You can lure people by arousing their curiosity, but the best way to keep them interested is to offer them something different.
Jurgen Wolff, scriptwriter
Pussyfooting isn’t memorable. Soundbites are.
Miss Sloane, from the movie ‘Miss Sloane’
A change of perspective is worth 80 IQ points.
Alan Kay, personal computing pioneer
Those who tell the best stories rule the world. (The human mind is a story processor not a logic processor)
System 1, research specialists
Understanding human needs is half the job of meeting them
Adlai E Jr Stevenson, American Diplomat