Quote Based Brand Guide

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Great Quotes To Use & Repeat When You Can’t Find A Better Way Of Saying It Collected & Visualised by Tom Himpe

Transcript of Quote Based Brand Guide

Page 1: Quote Based Brand Guide

Great Quotes To Use & Repeat When You Can’t

Find A Better Way Of Saying It

Collected & Visualised by Tom Himpe

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On advertising

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The definition of advertising: ‘You lie people to the truth’

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We found advertising works the way the grass grows. You can never see it, but every week you have to

mow the lawn

Andy Tarshis, A.C.Nielsen Company

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Stop interrupting what people are interested in, and be what people are interested in

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Advertising agencies may come up with the best brand ideas but big brand ideas are not always best expressed through advertising

adliterate.com

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Nike didn’t discover the power of advertising, they discovered the power of

their own voice

Dan Wieden

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After the next nuclear holocaust there'll be cockroaches

and ad people

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On brand strategy

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If you don’t have a strategy, any campaign can take you there

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A good strategy should be

concrete on the inside and

chewing gum on the outside,

not the other way around.

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The business model of the digital age is one-

word equity for brands, that word being the

one word that a company wants

associated with their brand

Maurice Saatchi

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Successful brands must work like a molecule; adding successive ideas into a chain of interesting innovations, many of which are not even

seen as marketing

John Grant, “The Brand Innovation Manifesto”

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The more you understand

something, the less interesting

it is

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You don't need to control the conversation to reap the benefits of the exposure

Henry Jenkins

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If you want to influence people's behaviour, give them something to copy

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It’s not what advertising does with the consumer.

It’s what the consumer does with advertising.

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The key is to produce

something that both pulls people

together and gives them

something to do

Henry Jenkins

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The less control a company has over its marketing message, the greater its

credibility

The Economist

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If your only tool is a hammer, every problem looks like a nail

Bernard Baruch

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It is difficult to get a man to understand something when his salary depends upon his not understanding it

Upton Sinclair

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The essential difference between emotion and reason is that emotion leads to

action, while reason leads to conclusions

neurologist Donald Galne

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We use logic to prove and intuition to discover

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If I can't picture it, I can't understand it

Albert Einstein

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Genius is in simplicity and specificity.

Success is in consistency.

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On ideas

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Good ideas are not adopted automatically. They must be driven into practice with courageous

patience.

Admiral Rickover

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Adapt the technique to

your idea, not your idea to

the technique

Bill Bernbach

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The idea is the company. Get

employed by it and employ others who

believe in it, defend it, develop it and

deliver it.

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By 2015, there will be no separate media and

creative awards because there will be no distinction

between ad agency creativity and media

agency creativity

Cliff Francis, P&G's manager of global media and

communication, in Cannes 2005

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On media

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It used to be that no brand manager at P&G ever got fired for recommending a 30-

second TV spot

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It no longer makes economic sense to send an advertising message to the many in hopes of

persuading the few

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We are a big marketer. We are not a mass marketer.

M. Lawrence Light, McDonald’s chief marketing officer

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Media organisations have learned how to buy sausage and bread for the cheapest price, they

haven’t learned how to create great tasting hot-dogs

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People don’t read ads. They read what interests them, and

sometimes that happens to be an ad

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We don't want 1.000 channels - we want the one we want to watch

Nicholas Negroponte

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As long as there are sofas, there'll be

TV

Contagious Magazine

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On new media

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Rule for bloggers: first thoughts, best thoughts

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Widgets are the glue between people and the

content they want

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Traditional advertising is buying time,

online is about creating time

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Peer production is the most powerful industrial force of our time

Chris Anderson

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Instead of asking them to watch, to listen, to play, to passively consume, the race is on to get them

to create, to produce and to participate

trendwatching.com

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I think the real indicator will be when someone confesses that they cried at level 17

Steven Spielberg, on the fusion of games and film

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Participating in conversations is not about crowdsourcing, it's about crowdmanaging

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5/50 rule: in 5 years time, 50% of all content will be consumer-generated

The Podshow

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We cannot allow the multiplicity of possibilities to drag us into complexity

Kevin Roberts

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People are replacing their trust in traditional authorities with trust in each other

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On the future

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The future is already here, it's just not evenly distributed

William Gibson

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We always overestimate what will change the next 2 years, and underestimate what will change the next 10

Bill Gates

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The one fact about the future of which we can be certain is that it will be utterly fantastic

Arthur C Clarke

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[in the future] you will physically be inside the experience, which will surround you top,

bottom, on all sides

Steven Spielberg

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On ambition

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It’s quite fun to do the impossible

Walt Disney

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The problem is not that we aim

too high and fail, but that we

aim too low and succeed.

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Stay hungry. Stay foolish

Steve Jobs

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I think that's the best thing in life:

keeping busy

Andy Warhol

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On whatever

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Any intelligent fool can make things bigger, more

complex, and more violent. It takes a touch of

genius -and a lot of courage- to move in the

opposite direction.

Albert Einstein

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If we took the mission statements of 100 large

industrial companies, mixed them up while everyone was asleep, and reassigned them

at random, would anyone wake up tomorrow and cry,

'My gosh, where has our mission statement gone?'

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Actions speak louder than words

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It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change

Charles Darwin

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To rob a bank you need two things: a

gun and a smile.

A smile to convince and a gun to

convince faster.

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It’s nicer to join the pirates than to join

the navy

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An educated customer is better than an

entertained customer, because

they're already further down the

chain.

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If I had asked people what they wanted, I would’ve built a faster horse

Henry Ford

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The consumer is not a moron, it's your

wife

David Ogilvy

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The greatest geniuses

accomplish more by doing less

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The subconscious needs time and space to roam

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I make movies for the masses but I speak to

them one by one

Steven Spielberg

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Kids, you tried your best and failed

miserably. The lesson is, never try.

Homer Simpson

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It takes two people to lie.

One to lie, and one to listen.

Homer Simpson

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Just because I don’t care, doesn’t mean I don’t understand.

Homer Simpson

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speak less, say more

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Before you speak, make sure that what you say is

better than silence

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What you have to remember when building a mousetrap, is to leave room for the mouse

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Any technology that is sufficiently advanced is

indistinguishable from magic

Arthur C. Clarke

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fail fast, learn fast, fix fast