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

I never wanted to be the next Bruce Lee. I just wanted to be the first Jackie Chan.

Jackie Chan

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

I can remember advertising lines from thirty years ago, but can’t remember my own pin number sometimes

We Are Sell Sell