“The most powerful way to get someone to believe something is not to show them facts, because facts can be interpreted in different ways. It’s to make their income or approval in a social circle depend on believing it.”
Morgan Housel
Category: Quotes
The importance of market research
If you want to understand how a lion hunts don’t go to the zoo. Go to the jungle.
A.G.Lafley – CEO, Proctor & Gamble
A brand without trust is just a product, and a product can be replaced
Keith Weed, CMO, Unilever
Advertising works not by communicating, but by making someone feel something. Emotions are the key
Les Binet & Peter Field
What is an insight?
…an observation framed in such a way that it changes understanding of the situation and suggests action
Jem Fawcus, CEO – Firefish
The riskiest thing we can do is just maintain the status quo.
Bob Iger, Chairman – Disney
Information is only useful when it can be understood
Muriel Cooper, Art Director – MIT Press
If no-one truly hates an idea, it’s highly likely that no-one truly loves it either
Unknown
Creativity has a considerable affect on marketing campaign effectiveness
“Our findings confirm the conventional wisdom that creativity matters: Overall, more-creative campaigns are more effective – considerably so … a euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign.”
Werner Renartz, Professor of Marketing at the University of Cologne & Peter Saffert, research associate at the University of Cologne in Germany. via Harvard Business Review
In marketing, data can’t easily reveal customer desires
“Businesses have come to rely on big data to understand the emotions of their most important asset — customers. And while big data is helping companies see patterns in huge masses of information, it’s proving limited for understanding the most important aspects of customers’ needs and desires.”
Martin Lindstrom, author – Buyology
Bite-Sized Marcomms 