A poorly differentiated brand everybody’s heard of has a lot better chance of success than a well-differentiated brand nobody’s heard of.
Bob Hoffman, advertising legend
Tag: quote
What we must offer customers
Brilliant marketing communications advice from advertising legend, Dave Trott…
“If we want them to pay attention, we’ll be entertaining.
If we want them to listen, we’ll be interesting.
If we want them to understand, we’ll make it simple.
If we want them to remember, we’ll make it catchy.
If we want them to do something, we’ll be convincing.”
Make your brand famous
It’s no good being a wonderful advert or a wonderful singer or a wonderful movie or a wonderful anything else if it only ever goes to a relatively small number of people. It has to be exposed on a massive basis … You have to go out there and be known to lots of people. It’s a numbers game at the end of the day.
Paul Feldwick, creative legend (via Call to Action podcast episode 74)
Absolutely no selling can ever happen if no one is paying attention. Boring is the enemy.
Derek Walker, advertising icon
Strategy is about deciding what to change
No change in behaviour, no change in results
Alex M H Smith, strategist
Make your marketing campaigns entertaining
Entertainment usually is the cost of admission to someone’s brain
Faris Jakob, renowned creative consultant (via Call to Action podcast, episode 116)
Key questions for marketing leaders…
What part of our revenue engine is broken?
Do we need activity, or clarity?
Are we scaling, or testing?
Nuno Campos, marketing leader
Audience reaction is what truly matters
It’s not about who writes it, it’s about who spots it
John Webster, advertising legend
Marketing communications better entertain or otherwise add value
We (marketers) forget that nobody’s seeking it (our advertising) out. They don’t want to see it. People fast forward through ads
Amy Ferguson, Chief Creative Officer TBWA\Chiat\Day New York (via Call to Action podcast episode 85)
‘Strategy’ means doing the right things. ‘Tactics’ means doing things right.
Professor Malcolm McDonald, renowned marketing expert
Bite-Sized Marcomms 