Those who tell the best stories rule the world. (The human mind is a story processor not a logic processor)

System 1, research specialists

Understanding human needs is half the job of meeting them

Adlai E Jr Stevenson, American Diplomat

You need to make it clear quickly what is different and better about what you are offering.

Jurgen Wolff, script writer

Remind people our brands exist and are good. Build positive associations. Make people feel something.


You have to make more noise than anybody else.

Emmeline Pankhurst, suffragette

Fame is an unequaled business advantage … There are many ways to achieve fame. Advertising is the only one you can buy your way into.

Bob Hoffman, author ‘advertising for skeptics’

Mimicry comes at the cost of memorability.

Richard Shotton

Strategy is – what will make you unique

“Managers get into trouble when they attempt to compete head-on with other companies. No one wins that kind of struggle. Instead, managers need to develop a clear strategy around their company’s unique place in the market … Managers who think there is one best company and one best set of processes set themselves up for destructive competition. The worst error is to compete with your competition on the same things. That only leads to escalation, which leads to lower prices or higher costs unless the competitor is inept. Companies should strive to be unique. Managers should be asking, ‘How can you deliver a unique value to meet an important set of needs for an important set of customers?’ … Strategy has to do with what will make you unique.”

Michael Porter, strategy guru

Sound advice on how to plan marcomms

“Understand when people are interested in your brand or category; and when they’re interested in other things. Remember: all categories and brands are low interest to most of the people most of the time … Don’t let that deter you: Talk to people long before they think about buying. Brand building is a slow process. Use creativity to influence people who’re not interested in your brand or what you have to say; and don’t force people to pay attention. Charming, memorable ads work better than ‘hard sell'”

Les Binet & Sarah Carter, ‘how not to plan’

People are busy … wow them
Harry Dry, founder – Marketing Examples