Art is not what you see, but, what you make others see Edgar Degas

The secret to how these brands managed to own the category word: They were first, plain and simple. You can’t become generic by overtaking the leader. You can only become generic by being the first brand and establishing… Read More

Never become a cynic. Cynicism is the death of creativity. Sir John Hegarty on Advertising Lessons Learned

(With any data-collecting giveaway or offer) Consumers must understand from the first day that the marketer will be watching their actions and will be using the data to send focused, relevant, personal messages to them. Why? Because without… Read More

Does brand expansion hurt the brand? Yes. Does it hurt the company? Maybe not, as long as there are no competitors astute enough to narrow their focus. The 22 Immutable Laws of Branding by Al and Laura Ries

Service-specific creative ideas outline the problem it solves. They are clear about who provides the service, how it is accessed, and why it is the best value for money. Copywriting for Design, Advertising, and Marketing by Mark Shaw

Information is everywhere. Take it in. Absorb it. It’s all around you. As a communicator, you’ve got to be aware of it. If you’re a creative person walking down the street with earphones in your ears listening to… Read More

You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category. The 22 Immutable Laws of Branding by Al and Laura Ries

Advice for promotions and giveaways: 1) No one enters a promotion thinking he’s going to lose 2) No one quits a promotion when she’s tied for first place 3) The fear of losing outweighs the cost of participating… Read More

Products with little support in advertising rely on the strength of their packaging to attract consumer attention and the favor of retailers, sometimes with great success. But packaging can also be the most powerful element of large-scale brand… Read More

Go back in history. By far the most successful brands are those that kept a narrow focus and then expanded the category as opposed to those brands that tried to expand their names into other categories. The 22… Read More

You don’t know what’s going to work. You can’t go and build the final product. You have to build the prototype. You don’t know how people are going to use something. Michael Bloomberg, Mayor of New York CityQuoted… Read More

Advertising is about the power of reduction. The power of taking a very complicated thought and reducing it down to 30- 40- 60- seconds. It’s genius! And I love the fact that 60 seconds can not only change… Read More

Part of the attraction of the (airline) miles programs is that they offer users a sense of mastery. It’s easy to feel smart about the way you’re using miles. You can misunderstand and even try to beat the… Read More

Many branding programs are almost devoid of credentials: ‘tastes great, saves money, whitens teeth, easy assembly, bigger, smaller, lighter, faster, cheaper…’ While many of these benefits may be of general interest to prospective customers, they each lack credibility… Read More

When you work with people who are different than you, I think it’s brilliant because you’re constantly getting people who are rubbing up against each other and saying interesting things and coming with a different point of view…. Read More

The goal is to teach, cajole, and encourage a stranger to become a friend. And once she becomes a friend, to apply enough focused marketing to create a customer. Permission Marketing by Seth Godin

Everyone has an opinion about packaging, and a package redesign never goes unnoticed. For certain products we have a very strong perception of what the packaging should be like and will not forgive a marketer who makes the… Read More

Never forget leadership. No matter how small the market, don’t get duped into simply selling the benefits of the category early in the branding process. There are also the long-term benefits of leadership. Because once you get on… Read More

We need people who are specialists. We need great writers. We need great art directors. We need people who understand how to make something look and feel brilliant. The idea of being a generalist, I think is a… Read More