There’s no such thing as ‘hard sell’ and ‘soft sell’. There’s only ‘smart sell’ and ‘stupid sell’.

Leo Burnett, advertising legend

Don’t find customers for your products. Find products for your customers.

Seth Godin, best-selling marketing author

The formula for positioning ideas that cut through:

Simple concepts, explained using simple words in a straightforward way

Al Ries & Jack Trout, renowned marketing strategists

People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.

David Ogilvy, advertising legend

Tell me and I’ll forget. Show me and I may remember. Involve me and I’ll learn.

Benjamin Franklin

Belief isn’t enough. For people to take action they have to care.

Dan & Chip Heath, authors of best-selling book ‘Made to Stick’

Brand is another word for reputation or image. And you don’t get a reputation just by claiming something.

Dave Trott, advertising legend