A brand without trust is just a product, and a product can be replaced

Keith Weed, CMO, Unilever

Advertising works not by communicating, but by making someone feel something. Emotions are the key

Les Binet & Peter Field

What is an insight?

…an observation framed in such a way that it changes understanding of the situation and suggests action

Jem Fawcus, CEO – Firefish

Creativity has a considerable affect on marketing campaign effectiveness

“Our findings confirm the conventional wisdom that creativity matters: Overall, more-creative campaigns are more effective – considerably so … a euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign.”

Werner Renartz, Professor of Marketing at the University of Cologne & Peter Saffert, research associate at the University of Cologne in Germany. via Harvard Business Review

“As seen on TV” conveys something which “as seen on Facebook” does not

Rory Sutherland

There may be a gap in the market, but is there a market in the gap?

Andrey Ivanov, Business Games podcast

Don’t start with what you want people to do. Start with what people want to do.

Dave Trott, advertising legend

What keeps people reading is when you say things that are surprising but relevant

Drayton Bird, copywriting legend

There will always be serendipity involved in discovery

Jeff Bezos

You have to be creative to do good science. Otherwise you just end up repeating tired old formulas. You are not doing anything new.

Stephen Hawking, scientific genius