When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.
From Maurice Saatchi
If you stand for something you will have people for you and people against you. But if you stand for nothing you will have nobody for you and nobody against you.
Human nature is not amenable to prediction based on the trends or tendencies prevailing at the time. It is amenable to startling creativity of the kind practiced by great artists, directors, writers, musicians, actors, who know how to touch a chord in humans everywhere.
Simplicity is the outcome of technical subtlety. It is the goal, not the starting point.
In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.
Advertising at its worst will be killed by the Internet. And rightly so.
Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.
There is no rivalry between Google and traditional advertising.
Nobody has a magic lamp which can tell you in advance whether what you say will be effective in persuading an audience.
All media owners want to attract advertising revenue. Google is no different.
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