The formula for positioning ideas that cut through:

Simple concepts, explained using simple words in a straightforward way

Al Ries & Jack Trout, renowned marketing strategists

People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.

David Ogilvy, advertising legend

Campaigns

I love this classic ad – the body copy is illegible, but it doesn’t matter