If a brand fails to differentiate, customers have no basis for choosing it over others.

David Aaker, Professor Emeritus, UC Berkeley

Shit delivered at the speed of light is still shit

David Abbott, advertising legend

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

The only way to persuade someone

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

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