You can lure people by arousing their curiosity, but the best way to keep them interested is to offer them something different.

Jurgen Wolff, scriptwriter

Remind people our brands exist and are good. Build positive associations. Make people feel something.

Contagious

You have to make more noise than anybody else.

Emmeline Pankhurst, suffragette

Fame is an unequaled business advantage … There are many ways to achieve fame. Advertising is the only one you can buy your way into.

Bob Hoffman, author ‘advertising for skeptics’

Mimicry comes at the cost of memorability.

Richard Shotton

Sound advice on how to plan marcomms

“Understand when people are interested in your brand or category; and when they’re interested in other things. Remember: all categories and brands are low interest to most of the people most of the time … Don’t let that deter you: Talk to people long before they think about buying. Brand building is a slow process. Use creativity to influence people who’re not interested in your brand or what you have to say; and don’t force people to pay attention. Charming, memorable ads work better than ‘hard sell'”

Les Binet & Sarah Carter, ‘how not to plan’