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“Strong assets make a brand distinctive, being distinctive creates mental availability, and it is mental availability that should be the primary objective of marketing communication.”
― Eat Your Greens
― Eat Your Greens
“Building a brand is like flying a plane. You need to monitor your instruments (real-time evaluation). But you also need a map to tell you where you’re going and where you’ve been (long-term evaluation). You need ‘Big Data’ and ‘Long Data’.”
― How not to Plan: 66 ways to screw it up
― How not to Plan: 66 ways to screw it up
“the single most important rule of advertising is that it must be noticed. This rule does not change with the times. It will always be true that if an ad doesn’t get noticed, it is pointless.”
― Eat Your Greens
― Eat Your Greens
