“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
Category: Quotes
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
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
Successful persuasion depends on an audience’s being able to identify with the speaker
Sam Leith, rhetoric expert
You wouldn’t seek advice about condoms from the Pope
Guillermo del Toro, Film Director
Bite-Sized Marcomms 