Success comes in “cans”. Failure comes in “can’ts”
Will Guidara, hospitality industry guru
Category: Quotes
You can’t build fame in private
“Building a big brand requires the widespread attention – fame – that one-to-one advertising does not generally provide. Precision targeted, ‘personalised’ communication has a low likelihood of delivering widespread attention. Do you think Donald Trump would be President if The Apprentice had been a webinar?”
Bob Hoffman, advertising legend
It’s hard to excel at something if you don’t LOVE it
Will Guidara, hospitality expert
Three things brands must get right: fame, feeling and fluency
“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
Formulas are perilous in marketing communications
“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
I’ve always believed this marketing point of view: assume no one cares
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’
Don’t be easily copyable
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
Marketing communications: a bridge builder
Marketing communications should bridge the gap between a customer’s ‘what is’ and ‘what could be’
Unknown
Creativity scales impact
Automation scales activity. Creativity scales impact.
Caroline Clark, Managing Director at award-winning agency, Radish
This is marketing – we’re meant to put a smile on people’s faces
Yasmin O’Neal, Global Brand Director, beauty product company DECIEM
