Advertising works not by communicating, but by making someone feel something. Emotions are the key

Les Binet & Peter Field

What is an insight?

…an observation framed in such a way that it changes understanding of the situation and suggests action

Jem Fawcus, CEO – Firefish

The riskiest thing we can do is just maintain the status quo.

Bob Iger, Chairman – Disney

Information is only useful when it can be understood

Muriel Cooper, Art Director – MIT Press

If no-one truly hates an idea, it’s highly likely that no-one truly loves it either

Unknown

Creativity has a considerable affect on marketing campaign effectiveness

“Our findings confirm the conventional wisdom that creativity matters: Overall, more-creative campaigns are more effective – considerably so … a euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign.”

Werner Renartz, Professor of Marketing at the University of Cologne & Peter Saffert, research associate at the University of Cologne in Germany. via Harvard Business Review

In marketing, data can’t easily reveal customer desires

“Businesses have come to rely on big data to understand the emotions of their most important asset — customers. And while big data is helping companies see patterns in huge masses of information, it’s proving limited for understanding the most important aspects of customers’ needs and desires.”

Martin Lindstrom, author – Buyology

“As seen on TV” conveys something which “as seen on Facebook” does not

Rory Sutherland

There may be a gap in the market, but is there a market in the gap?

Andrey Ivanov, Business Games podcast