on brands
"I always use my Clients brands. This is not toadyism, my Clients are Cristal and Durex." -Edmund Charles Mather,
on advertising
"Advertising. It's all about knocking a few ads out and then going out to lunch" -Edmund Charles Mather,
on stats
'Studies show that 3 out of 4 people make up 75% of the population' - David Letterman
on brand building
"People build brands the way birds build nests. Through the straws and scraps they chance upon." - Jeremy Bullmore
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
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
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
"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
"When everyone thinks the same, nobody is thinking." - Walter Lippman
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
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.
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