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’
Category: Quotes
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
The riskiest thing you can do is be ignorable
Greg Hahn, creative agency founder
Good marketing advice on testing
“To actually get better at marketing: invest in your execution framework…
‘How quickly can you test a conjecture? How reliably can you measure the result? How honest are you willing to be when the result contradicts what you expected?’
Build that system. Run it. Iterate.”
Daniel Gilbert, CEO, Brainlabs
Marketers need to bring a spark to their business
You can’t start a fire without a spark
Bruce Springsteen
Marketing communications must have personality
Product + Personality = Brand
Sir John Hegarty & David Bowie
Build ‘mental availability’
“A lot of advertising is geared to persuasion rather than building mental availability. Persuasion is about assuming you’re in the room and you’re arguing your point, whereas mental availability is about getting into the room.”
Jenni Romaniuk, Ehrenberg Bass Institute
Bite-Sized Marcomms 