"Consensus is average, in creative work we don't work for consensus"
"Learn the skill of simplicity, go beyond jargon"
"You don't tell a doctor what to prescribe, you can and might as well tell your client to go and fly a kite"
"If you know our job so well, why don't you do it, instead of hiring us?"
"Idea dictates the promotional material"
New P's of Marketing:
- Prospect
- Proposition
- Paradigm
- Positioning
- Paradigm
- Persuasion
- Passion
- Perspective
- Paradox
- Value Proposition
"A campaign without an idea is akin to a ship without a rudder"
"A campaign without an idea is like a big ship at night, nobody is going to see it"
"Advertising is the hand-maiden of Marketing"
Before you present your work:
1. Define the challenge
2. Describe the idea
3. Describe the Execution
M - Marketing Objective
A - Audience
CH - Challenge
I - Idea
N - Nutshell
E - Execution
1. Identify the opportunity you wish to capture.
2. Or the Obstacle that must be overcome.
"If you get the mindshare, then you get the marketshare"
"You never see a committee in a park"
Importantly....
- Position you want to own
- Misconception you want to correct
- Difference you wish to flaunt
- Competitor's claim you wish to weaken
- Unpopular subject that needs to be raised
- Clutter you wish to break through
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