Market unto others as you would have them market unto you

Doug Kessler, renowned copywriter and keynote speaker

The most valuable advertising commodity isn’t reach or media spend, it’s attention

Hamish Cameron, Strategy Director, BBH Los Angeles

[In business] Strength lies in differences, not in similarities

Stephen Covey, best-selling author of the ‘The 7 Habits of Highly Effective People

Presentation is critical in marketing

“To put a competitive case is to present your case – your company, your product, your idea, your policies, your proposition – as attractively as possible. It’s why people buy cosmetics, why window-dressers should be well paid and why costermongers polish their apples.

No competitive enterprise, in whatever field of endeavour, can leave its apples unpolished and still expect to win.”

Jeremy Bullmore, former Chairman, J Walter Thompson

Brands are not the rich sources of differentiation marketers like to think of them as, but short cuts through the complexity of decision-making.

Ian Leslie, author and marketing strategist

To avoid criticism, do nothing, say nothing, and be nothing

Elbert Hubbard, author

Today, most products and services are bought, not sold. Branding greatly facilitates this process. Branding ‘pre-sells’ the product or service to the user.

Al & Laura Ries, marketing strategists