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

If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.

Bill Bernbach

Research shows that, in Europe and the US, people would not care if 92% of brands disappeared

Havas Media