“Working from a method or a formula is guaranteed to do the same thing to the effectiveness of an idea that time does to a loaf of bread. Ideas must be hot out of the oven if they are to arouse the appetite. That is why, in communications, imitation is commercial suicide”
Bill Bernbach, advertising legend
Always assume that whatever we do, no one is going to notice it … It has to be more shocking, more outrageous, much bigger, to even begin to make a dent in the real world.
Dave Trott, advertising legend, talking about the need to ‘go big’
If it can be copied, it will be copied. If it’s cheap and easy, it won’t work
Alex M H Smith, strategist, talking about the imperative for marketing plans and tactics to be different
Marketing communications should bridge the gap between a customer’s ‘what is’ and ‘what could be’
Unknown
Automation scales activity. Creativity scales impact.
Caroline Clark, Managing Director at award-winning agency, Radish
This is marketing – we’re meant to put a smile on people’s faces
Yasmin O’Neal, Global Brand Director, beauty product company DECIEM
The riskiest thing you can do is be ignorable
Greg Hahn, creative agency founder
“To actually get better at marketing: invest in your execution framework…
‘How quickly can you test a conjecture? How reliably can you measure the result? How honest are you willing to be when the result contradicts what you expected?’
Build that system. Run it. Iterate.”
Daniel Gilbert, CEO, Brainlabs
You can’t start a fire without a spark
Bruce Springsteen
Product + Personality = Brand
Sir John Hegarty & David Bowie
Bite-Sized Marcomms 