Getting your product known isn’t the answer. Getting it wanted is the answer.

Bill Bernbach, advertising legend

Salience

Noun. The quality of being particularly noticeable or important; prominence.

Dramatic packaging

A bit of a gimmick, but I always loved this packaging idea from back in the day by Sony, to launch their waterproof MP3 player. Really eye-catching.

Brands aren’t a guarantee of perfection. But they are a good indicator of non-crapness.

Rory Sutherland, Vice Chairman – Ogilvy