“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’
Dirt Devil – The Exorcist
#advertising
“There’s something about ideas that are genuinely new and challenging that makes them hard to assess. By definition, the genuinely ‘new’ has no clear frame of reference – and often makes us uncomfortable. But it is precisely these edgy and unusual thoughts that make those ideas memorable.”
Michael Johnson, co-founder Johnson Banks brand consultancy
Bite-Sized Marcomms 