Fame is an unequaled business advantage … There are many ways to achieve fame. Advertising is the only one you can buy your way into.

Bob Hoffman, author ‘advertising for skeptics’

Mimicry comes at the cost of memorability.

Richard Shotton

Sound advice on how to plan marcomms

“Understand when people are interested in your brand or category; and when they’re interested in other things. Remember: all categories and brands are low interest to most of the people most of the time … Don’t let that deter you: Talk to people long before they think about buying. Brand building is a slow process. Use creativity to influence people who’re not interested in your brand or what you have to say; and don’t force people to pay attention. Charming, memorable ads work better than ‘hard sell'”

Les Binet & Sarah Carter, ‘how not to plan’

People are busy … wow them
Harry Dry, founder – Marketing Examples

The winners in marketing communications…

“If marketing is ultimately about shaping behaviour in favour of our brands, the winners will be those who best understand the true dynamics of behaviour and how to use this to brief for effective communications.”

Phil Barden, author – Decoded

Learning from something has two parts: whether it’s important and whether it captures your attention.

Morgan Housel, author – The Psychology of Money

The source of competitive advantage – being different

Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value.
… The essence of strategy is choosing to perform activities differently or to perform different activities than rivals.

Michael Porter, the godfather of modern business strategy

List the top ten most important things you can do – start with number one

Frederick Taylor‘s advice to Andrew Carnegie, retold by Richard Rumelt in ‘Good Strategy / Bad Strategy’

Get liked and get wanted. They’re different.

it’s helpful, in the context of marcomms effectiveness, to separate ‘liking’ from ‘wanting’ as they’re different neural pathways. It’s perfectly possible to like something yet not want it.

Phil Barden, author – decoded

You’re only going to be as good as the stuff you surround yourself with

Austin Kleon, writer and artist