“There’s something about ideas that are genuinely new and challenging that makes them hard to assess. By definition, the genuinely ‘new’ has no clear frame of reference – and often makes us uncomfortable. But it is precisely these edgy and unusual thoughts that make those ideas memorable.”
Michael Johnson, co-founder Johnson Banks brand consultancy
If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.
Marcus Tullius Cicero, renowned Roman Senator and orator
The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.
Donald B. Calne, renowned neurologist
For better or for worse, in visual culture we judge and are judged by appearances
Kim Golombisky & Rebecca Hagen, design authors
“If some people find it unclear, it’s unclear. If you find it clear and someone else finds it unclear, it’s unclear. The responsibility for clarity of comms is with the communicator not the recipient.”
Vic Polkinghorne, Founder – agency WeAreSellSell
In advertising, we don’t buy attention. We simply buy the right to earn people’s attention.
Mike Follett, Managing Director – Lumen Research
“The more people that do the same thing, the less different and distinctive it becomes. And the less different and distinctive it becomes, the less effective it is. And that’s a real imperative towards innovative thought and innovative action.”
Murray Calder, strategist
We don’t want to push our ideas on to customers, we simply want to make what they want.
Laura Ashley, fashion and home design legend
An idea is anything that changes the selling message from mere information to persuasive communication
Suzanne Pope, advertising expert
“By definition chance cannot lead to long term gains (it would no longer be chance); trial and error cannot be unconditionally effective: errors cause planes to crash, buildings to collapse, and knowledge to regress.”
Nassim Taleb, highly regarded scholar & statistician
Bite-Sized Marcomms 