I’m a huge fan of Bob Hoffman – aka The Ad Contrarian. Here’s just one of the provocatively-put, but in my opinion helpful, reminders he has for us marketers … Marketers should never lose touch with a customer’s reality
Getting a product known isn’t the answer. Getting it wanted is the answer.
Bill Bernbach, advertising legend
We don’t have to win. We just have to make you lose.
Maurice Saatchi, co-founder, Saatchi & Saatchi
Personal persuasion can’t be about what I, the persuader, want. The only way to persuade anyone of anything is to talk to people about what they want, and show them how to get it.
James C Crimmins, PhD. Chief Strategy Officer & worldwide brand-planning Director, DDB Chicago
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‘
“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