There is only one space that matters [in communications]. The space between the customer’s ears
Sir John Hegarty, advertising legend
Brewdog announcing it’s carbon negative
Brewdog’s alcohol free launch
Another classic Nike print ad :-)
How something is said often matters more than what is said
“Remember: we respond to communication as a whole, not just as a message … think about the ‘body language’, not just the language. How something is said, or who says it, often matters more than what is said.”
Les Binet & Sarah Carter, advertising experts
Lovely cake advertising
Print ad concept for a bookstore
What you say matters less than how you say it
“Campaigns containing little or no product, but working instead by appealing to emotions or ‘herd instincts’, are twice as effective as conventional ‘message’ advertising. It seems in marketing, like politics, meta-communication is what matters … what you say matters less than how you say it.”
Sarah Carter & Les Binet, ‘How not to plan’
Bite-Sized Marcomms 