Never use abstract nouns when concrete ones will do. If you mean “More people died” don’t say “Mortality rose.”
C.S. Lewis, author
Category: Quotes
How content and brands get shared and get big
“To make popular content, it’s not enough to know your friends or your followers. It’s about knowing the friends of your friends and the followers of your followers. For something to go big, it has to be interesting to those beyond your immediate audience – the audience of your audience.”
Jure Leskovec, computer scientist, Stanford University
Content without anything (paid) to draw attention to it, is like building Cathedrals in the desert
EffWorks
Distribution and marketing… are the subterranean roots that push beautiful things to the surface, where audiences can see them.
Derek Thompson, Senior Editor, The Atlantic
Boring is invisible
Seth Godin
Frequency x Impact = Awareness
Mark Mason, entrepreneur
(via Bryony Thomas)
If all things are logically equal, a person will go with the company or product that feels right
Bryony Thomas, marketing author
Copy should be as short as possible to explain the brand’s message and as long as necessary to express the brand’s voice.
Lee Clow, Chairman – TBWA\Worldwide
The three Cs model of brand positioning
“The old model – the ‘three Cs’ of customer, company and competition – remains the acid test of positioning… I want a position that will be what my target customer wants, and which my company can deliver better or differently or more distinctively than my competitors. It’s not that the three Cs dispel the need for brand purpose but they do provide a stern, rigorous test of whether purpose provides the strategic muster to get the branding job done.”
Professor Mark Ritson, via Marketing Week
When a brand starts expanding into other categories, it needs a proposition that people will pay attention to.
Brian Collins, Chief Creative Officer – Collins
Bite-Sized Marcomms 