Fun without sell will get you nowhere, but sell without fun tends to become obnoxious.

Leo Burnett, advertising legend

Customer attention is precious – don’t waste it

Remember that the reader’s attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.

John Caples, copywriting legend

Make it simple, but significant

Don Draper, Mad Man

If you can’t solve a problem, it’s because you’re playing by the rules

Paul Arden, former Creative Director, Saatchi & Saatchi

Excite people already in the know. Surprise people who thought they knew.

Vikki Ross, copywriter

The outperformance of design-led companies suggests that good design continues to be good business

McKinsey & Co, 2018

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

Marketers should never lose touch with a customer’s reality

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