A challenger’s always challenging something – the establishment, complacency, or mediocrity..whatever it might be.
Scott Keogh, Audi of America
Everybody in advertising tries to kill an elephant by patting it to death. What’s wrong with a spear to the heart?
Howard Luck Gossage
If everyone’s doing it, no one’s doing it.
For if making brands ‘mentally available’ (i.e. easily recalled in consumption and purchase situations) is dependent on the quantity and accessibility of associations in the mind, then the brand-as-shape is so horribly underpopulated in memories it feels positively anorexic.
How would you feel if you woke up tomorrow and your biggest competitor was running this work?
Fast is fine. But Accuracy is everything.
Starting with technology equals HYPE. Starting with human behaviour equals STRATEGY.
Once customers are in our stores, they’re ours to lose
When information is cheap, attention becomes expensive.
Marketing takes a day to learn. Unfortunately it takes a lifetime to master.
It may well be that creativity is the last unfair advantage we’re legally allowed to take over our competitors.
Just because somebody hears something you say, or reads something that you write, doesn’t mean you’ve reached them.
One of the problems (with advertising) is that we tend to assume that things that are expensive should be time consuming and things that are time consuming should be expensive.
Advertising should afflict the comfortable and comfort the afflicted.
If you can’t figure out the one thing you want to say, why do you expect consumers to figure out the one thing you need them to hear?
Lee Clow’s Beard
3.5m fans aren’t so relevant when your competitors serves Americans 335m drinks everyday.
Logic will get you from A to B. Imagination will take you everywhere.