Interesting business. Interesting ad.
The source of competitive advantage – being different
Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value.
… The essence of strategy is choosing to perform activities differently or to perform different activities than rivals.
Michael Porter, the godfather of modern business strategy
The bear – fun campaign from Tipp-ex
List the top ten most important things you can do – start with number one
Frederick Taylor‘s advice to Andrew Carnegie, retold by Richard Rumelt in ‘Good Strategy / Bad Strategy’
IKEA sleep advert
Get liked and get wanted. They’re different.
it’s helpful, in the context of marcomms effectiveness, to separate ‘liking’ from ‘wanting’ as they’re different neural pathways. It’s perfectly possible to like something yet not want it.
Phil Barden, author – decoded
You’re only going to be as good as the stuff you surround yourself with
Austin Kleon, writer and artist
This ad is brutal
The Sandy Hook Promise ‘back to school essentials’
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
Bite-Sized Marcomms 