“Brands need discipline. They need strategy. They need focus. They need to deliver. What they don’t need is a bunch of mercurial horseshit about being agile, which – let’s be honest – essentially means they bin the strategy and head in whatever direction the wind happens to be blowing at that moment. Most marketers need less agility, not more. They need to stick to the fucking plan. Or, in most cases, actually spend time building a plan to stick to.”
Professor Mark Ritson, via Marketing Week
The start of any communication requires some drama to draw attention to the message
Al Ries & Jack Trout, the fathers of ‘positioning’
Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
Sun Tzu, military strategist
If you give a shit – really, really, really give a shit – those whom you communicate with will know it in a flash
Tom Peters, Business Author – In Search of Excellence
News is what people don’t want you to print. Everything else is just ads.
William Randolph Hearst, media magnate
The best way to enter the mind is to over-simplify the message.
Jack Trout, renowned brand strategist
Nike is the industry Goliath, but it will only succeed by thinking and acting like the industry David
Phil Knight, Co-Founder – Nike
Better products don’t win. Better perceptions tend to be the winners. Truth will not out unless it has some help along the way.
Jack Trout, renowned brand expert
The greater the similarity between products, the less part reason plays in brand selection.
David Ogilvy, advertising legend