Read moreEmotionally based campaigns are not only more likely to produce very large business effects, but also produce more of them, outperforming rationally based campaigns on every single business measure
Read moreAn analysis of 55 US corporations found that brands that grew differentiation between 1993 and 1995 also grew operating profits significantly more than brands that failed to grow differentiation, and more than brands that merely increased salience.
Read moreBrand will become the most powerful strategic tool since the spreadsheet
Read moreIn the world where we all suffer from A.D.D. originality is the marketer’s prescription for success. Human beings are hard wired to look for the new, so the first objective of any communication is to grab attention.
Read moreThe truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.
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