Innovation is less about producing something new, and more about enabling something new and important for customers
Clayton Christensen, strategy expert
Tag: quote
A powerful take on persuasion
“The most powerful way to get someone to believe something is not to show them facts, because facts can be interpreted in different ways. It’s to make their income or approval in a social circle depend on believing it.”
Morgan Housel
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
Bite-Sized Marcomms 