Mimicry comes at the cost of memorability.
Richard Shotton
Tag: quote
Sound advice on how to plan marcomms
“Understand when people are interested in your brand or category; and when they’re interested in other things. Remember: all categories and brands are low interest to most of the people most of the time … Don’t let that deter you: Talk to people long before they think about buying. Brand building is a slow process. Use creativity to influence people who’re not interested in your brand or what you have to say; and don’t force people to pay attention. Charming, memorable ads work better than ‘hard sell'”
Les Binet & Sarah Carter, ‘how not to plan’
People are busy … wow themHarry Dry, founder – Marketing Examples
Learning from something has two parts: whether it’s important and whether it captures your attention.
Morgan Housel, author – The Psychology of Money
The source of competitive advantage – being different
Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value.
… The essence of strategy is choosing to perform activities differently or to perform different activities than rivals.
Michael Porter, the godfather of modern business strategy
You’re only going to be as good as the stuff you surround yourself with
Austin Kleon, writer and artist
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
Successful persuasion depends on an audience’s being able to identify with the speaker
Sam Leith, rhetoric expert
You wouldn’t seek advice about condoms from the Pope
Guillermo del Toro, Film Director
Bite-Sized Marcomms 