Your brand has to get noticed

If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.

Leo Burnett, advertising legend

Don’t advertise a mood. Invoke it. By giving someone advance warning of an emotion, you inoculate them from it.

Jay Heinrichs, paraphrased from his book ‘Thank you for arguing’