"The more things you try to become, the more you lose focus, the more difficult it is to differentiate your product. Mark Twain said it best, 'I cannot give you a formula for success, but I can give you a formula for failure, which is: Try to please everybody.'"
- Jack Trout/Mark Twain
Sponsored By: Brand Aid
“Marketing is too important to be left to the marketing department”
-David Packard, Hewlett-Packard
Sponsored By: Brand Aid
"The philosophy behind much advertising is based on the old observation that every man is really two men -- the man he is and the man he wants to be."
- William Feather
Sponsored By: Brand Aid
"The most powerful element in advertising is the truth."
- Bill Bernbach, Advertising Legend
Sponsored By: Brand Aid
“An organization can only ‘walk the talk' when its managers deliberately shape its internal reality to align with its brand promise…(the brand's) values must be internalized by the organization, shaping its instinctive attitudes, behaviours, priorities, etc.”
Alan Mitchell, “Out of the Shadows” Journal of Marketing Management 15, No. 1-3, January-April 1999: 25-42
Sponsored By: Brand Aid
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”
- Jack Trout and Al Ries in the marketing classic Positioning: The Battle for Your Mind
Sponsored By: Brand Aid
"A brand that captures your mind gains behavior. A brand that captures your heart gains commitment."
- Scott Talgo
Sponsored By: Brand Aid
"… 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 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, in a speech to the American Association of Advertising
Agencies, 1980
Sponsored By: Brand Aid
