on brands

 

"I always use my Clients brands. This is not toadyism, my Clients are Cristal and Durex." -Edmund Charles Mather,

 

"It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change" - Darwin

 

"The future of brands is interaction, not commodity. Because all products are information, molecules are secondary - Hugh McLeod

 

"The two most powerful things in existence : a kind word and a thoughtful gesture" - Ken Langone / Founder, Home Depot

 

on advertising

 

"Advertising. It's all about knocking a few ads out and then going out to lunch" -Edmund Charles Mather,

 

"If it's a good idea, if it's well executed, if it tells a great story, it's gonna end up in people's hands, and travel all around the world" - Brian Collins 

 

 

"Advertising is a tax for having an unremarkable product" - Robert Stephens / Geek Squad

 

"I don't know how to speak to everybody, only to somebody"- Howard Gossage

 

"If you talked to people the way advertising talked to people, they would punch you in the face" - Hugh McLeod

 

""Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does."" (Steuart Henderson Britt)

 

on stats

 

'Studies show that 3 out of 4 people make up 75% of the population' - David Letterman

 

" ... few people will appreciate the music if I just show them the notes. Most of us need to listen to the music to understand how beautifull it is. But often it's how we present statistics : we just show the notes and don't play the music" - Hans Rosling

 

 

on brand building

 

"People build brands the way birds build nests. Through the straws and scraps they chance upon." - Jeremy Bullmore

 

"Starbucks spends its dollars on making better product & customer experience & essay companies , not in making funny commercials"  - John Moore 

 

 

 

on research

 

"If you want to study a river you don't take out a bucketful of water and stare at it on the shore. A river is not its water, and by taking the water out of the river, you lose the essential quality of river, which is its motion, its activity, its flow." - Alan Watts The Wisdom Of Insecurity

 

"The truth is more important than the facts." -Frank Lloyd Wright

 

"It is the new and different that is always most vulnerable to market research" -Malcolm Gladwell, 'Blink'

 

"Basic research is what I am doing when I don't know what I am doing." -Wernher von Braun

 

"If I asked my customers what they wanted they would have said a faster horse" - Henry Ford

 

on ideas

 

"I have always thought that the planner's task is to create an environment in which great ideas can be conceived, developed and embraced by clients. It is the environment that is important." -Jon Steel, 1999

 

"Ideas are in between strategy and execution" - MT Rainey

 

"When everyone thinks the same, nobody is thinking." - Walter Lippman

 

"If at first the idea is not absurd, then there is no hope for it." -Albert Einstein

 

"The secret of creativity is knowing how to hide yours sources"- Albert Einstein

 

"You see an object that make you think of another. The 2 together is an idea" - Michel Gondry

 

"A wonderfull harmony arises from joining together the seemingly unconnected" - Heraclite

 

on insights

 

"At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being" - Bill Bernbach

 

"A more beautiful answer to he who asks the more beautiful question." – E.E. Cummings

 

"If government were a product, selling it would be illegal. - P. J. O'Rourke

 

 

"The task is not so much to see what no one yet has seen, but to think what no body yet has thought about that which everyone sees." - Arthur Schopenhauer

 

"A wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it" –

 

Herbert Simon / Nobel prize

 

 

on innovation

"If it works, its obsolete." Marshall McLuhan

 

"In the beginner's mind there are many possibilities, in the expert's mind there are few" Zen Buddhism Learning

 

 

on strategy

 

"The best possible solutions come only from a combination of a rational analysis based on the nature of things, and imaginative reintegration of all the different items into a new pattern, using non-linear brain power." Kenichi Ohmae

 

"A brilliant strategy is, certainly, a matter of intelligence, but intelligence without audaciousness is not enough." - Garry Kasparov

 

"However beautiful the strategy, you should occasionally look at the results" - Winston Churchill

 

"Incentives are not strategy, they are tactics. Defensive measures."-  Matt Gold

 

"You've got to think about big things while you're doing small things, so that all the small things go in the right direction." - Sheet Metal 

 

"If you can't state your position in eight words or less, you don't have a position" - Seth Godin

 

 

 

"We have a strategic plan. It's called doing things" - Herb Kelleher / founder, Southwest Airlines

 

"The greatest danger formost of us is not that our aim is too high and we miss it, but that it is to low and we reach it" - Michelangelo

 

 

 

on planning

 

"Without leaps of imagination or dreaming, we miss the excitement of possibilities. Dreaming after all, is a form of planning." - Gloria Steinem

 

"At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often can camouflage what really motivates him" Bill Bernbach

 

"In preparing for battle I have always found that plans are useless, but planning is indispensable." Dwight D. Eisenhower.

 

on brief-writing:

 

"Think like a wise man but communicate in the language of the people" -William Butler Yeats

 

 on digital  

 

  "We trust brands, we trust friends, and we trust our own experiences. I have the same 3 choices in cyberspace" - Nicolas Negroponte / M.I.T       "The Web is not a one-trick pony,". "The Internet is a new language because it's not linear. The novel is linear, film is linear, but the Web is not."     - Bob Greenberg / RG/A  

 

 

 

"You can store every conversation you've ever had in a terabyte. You can store every picture you've ever taken in another terabyte. The Net Present Value of a terabyte is USD 200" - Rick Rashid / Microsoft

 

"Technology is only technology for people who were born before it was invented" - Alan Kay / Xerox research center founder