Eseralda
@Eseralda
59 okur puanı
Nisan 2023 tarihinde katıldı
Şu anda okuduğu kitap
Puan vermedi·239 syf.·
2024 5. kitabı
Reklam
‘What makes a great surgeon?’ Sir Hugh replied, ‘There isn’t much to choose between surgeons in manual dexterity. What distinguishes the great surgeon is that he knows more than other surgeons.’ It is the same with advertising agents. The good ones know more.
‘When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either.’
Big ideas comes from unconscious that is well informed
Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.
The brand image
Take whiskey. Why do some people chose Jack Daniel’s, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste? Don’t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn’t the whiskey they choose, it’s the image. The brand image is 90 per cent of what the distiller has to sell.
Reklam