You can lure people by arousing their curiosity, but the best way to keep them interested is to offer them something different.

Jurgen Wolff, scriptwriter

Those who tell the best stories rule the world. (The human mind is a story processor not a logic processor)

System 1, research specialists

Understanding human needs is half the job of meeting them

Adlai E Jr Stevenson, American Diplomat

You need to make it clear quickly what is different and better about what you are offering.

Jurgen Wolff, script writer

Remind people our brands exist and are good. Build positive associations. Make people feel something.

Contagious

You have to make more noise than anybody else.

Emmeline Pankhurst, suffragette

Fame is an unequaled business advantage … There are many ways to achieve fame. Advertising is the only one you can buy your way into.

Bob Hoffman, author ‘advertising for skeptics’

Mimicry comes at the cost of memorability.

Richard Shotton