""When brand owners ask me what market research they should be doing, I always reply ‘first measure your brand’s distinctive assets… Find out what they really are and how strong they really are… Don’t assume.’ " Professor Byron Sharp"
"It looks like it’s wasting time, but literature is actually the ultimate time-saver — because it gives us access to a range of emotions and events that it would take you years, decades, millennia to try to experience directly. Literature is the greatest reality simulator — a machine that puts you through infinitely more situations than you can ever directly witness."
"The only way to become a real thought leader is to ignore all this noise and listen to a few great thinkers. You will learn far more about leadership from reading Thucydides’s hymn to Pericles than you will from a thousand leadership experts. You will learn far more about doing business in China from reading Confucius than by listening to “culture consultants”. Peter Drucker remained top dog among management gurus for 50 years not because he attended more conferences but because he marinated his mind in great books: for example, he wrote about business alliances with reference to marriage alliances in Jane Austen."
"I would like to propose agencies seeking to thrive in digital-first world would do well to integrate planning more thoroughly, for one painfully simple reason: Digital now defines brand. The experience of interacting with a company through digital touchpoints has become the first and primary definition of that company’s brand. And yet too many digital strategists consider the brand last — if at all — when planning and designing products. Many don’t even recognize that what they are making is marketing. Without that recognition, the marriage of art and science that planners practice to ensure that what is created will acquire, convert and engage consumers and ultimately generate revenue for the business and brand is missing from the equation."