There may be a gap in the market, but is there a market in the gap?

Andrey Ivanov, Business Games podcast

Creativity is a marketing superpower

“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.”

Stephan Vogel, Chief Creative Officer, Ogilvy & Mather Germany

Ritson on Brand Positioning

“There are only two brand goals: 1) do you know I exist? I want 100% of my target audience to know I exist; … and 2) what do I want to mean and stand for to those customers that know I exist?

What do you want your customer to think about when they think about your brand? I’ll give you three things. Pick three things. That’s your positioning.”

Professor Mark Ritson