Creativity is a marketing superpower

“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.”

Stephan Vogel, Chief Creative Officer, Ogilvy & Mather Germany

Ritson on Brand Positioning

“There are only two brand goals: 1) do you know I exist? I want 100% of my target audience to know I exist; … and 2) what do I want to mean and stand for to those customers that know I exist?

What do you want your customer to think about when they think about your brand? I’ll give you three things. Pick three things. That’s your positioning.”

Professor Mark Ritson

Just because your competitor is doing it doesn’t mean it’s working for them

Tim Jensen, writer – Search Engine Journal

Don’t start with what you want people to do. Start with what people want to do.

Dave Trott, advertising legend

What keeps people reading is when you say things that are surprising but relevant

Drayton Bird, copywriting legend

There will always be serendipity involved in discovery

Jeff Bezos

Marketing: think about the people, people :-)

“We spend so much time thinking about how marketing works, and how direct mail works, and how social media works, we’ve taken our eye off a more important question: how do people work?”

Rory Sutherland, creative industry legend

You have to be creative to do good science. Otherwise you just end up repeating tired old formulas. You are not doing anything new.

Stephen Hawking, scientific genius