If no-one truly hates an idea, it’s highly likely that no-one truly loves it either

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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