Marketing Innovation Quotes

I was the first advertising person who people could identify with.

When we launched the WineLibrary website in 1996, I didn't even own a computer yet. I just understood that there was an opportunity here to market in a different way.

This is a great time for the 'guerilla marketer.' The days when you used to have to buy expensive TV time and a yellow page ad to get started are gone.

The advertising industry needs to keep evolving.

Because its purpose is to create a customer, the business enterprise has two - and only these two — basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are 'costs'.

What needs to change is the nature of advertising itself. That business hasn't really evolved since the days of Don Draper.

We're about to see an acceleration in technological platforms that, for marketers, will be on a scale rivalled only by the arrival of color TV.

Gamification is as important as social and mobile.*

I did something rather innovative that my competitors didn't like: I took out a full-page advertisement in the Yellow Pages that listed an office on the east side of Cincinnati, and another office on the west side, while every other heating/air-conditioning company had only one location and one phone number. I was the citywide company. In fact, our 'westside office' was just an answering service taking telephone message. From the start we appeared to be a big company.

Advertisers and marketers should be looking to bring new experiences to different parts of the brain. It's a more profound idea than just dropping a billboard into a video game.

I actually went on lectures at Harvard, Stanford, Oxford and all the business schools eight years ago, explaining what the implications were and how the platforms could be powerful in creating the narrative of your brand and mobilizing your life so that you become humanized as well. I understood that and thought that was really empowering, not only to artists, but to brands as well and in general.

We are approaching levels - if we're not beyond levels - of threshold for the number of messages that consumers can take in in a given day. There is a kind of hunger for some kind of new approach to getting the word out about something.

Nobody has ever built a brand by imitating somebody else's advertising.

You can now buy a pack of beer containing 99 cans. A 99-can pack of beer. Who says America has lost its competitive edge?

We're very much an advertising agency, but it's not about creating ads as we know it.

Here's how I work: It's 2013, and most marketers are operating like it's 2009. I'm always trying to market like it's 2015, but not like it's 2020. A lot of my contemporaries who understand where the world is going, go too far out, and aren't practical. I have always prided myself on being visionary, with a heavy practicality.

I would tell filmmakers: 'Don't just be seduced by the same old, same old. There are interesting things you can explore that may get your film out there to audiences better than the traditional distribution mechanisms.'

I shattered the notion that a movie had to be advertised with realistic elements from the story.

With the advent of wearable technology, companies will soon be able to better provide ads to customers based on their real-time activity.

We have not had a ton of innovation and marketing in the concert industry, much like the record industry. We have been a fairly old-school business compared to Coca-Cola and the big packaging/marketing companies.

If you're a marketer who doesn't know how to invent, design, influence, adapt, and ultimately discard products, then you're no longer a marketer. You're deadwood.

That might be the old model: to get a fixed fee. You have to start to think about other models and how they can generate interest - what it can do for a brand in the future - and about the fact that revenue can also be generated in many other ways... Just look at the one and a half million people at the free Rolling Stones concert in Cuba. And Cuba is not Central Park! So just use your imagination as to what kind of revenue can be made.

If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.

Back in 1999 and 2000, a few of us... a very few of us... Douglas Clegg, Seth Godin and I... offered free electronic copies of our books in an effort to reach an audience we otherwise wouldn't have reached and to test out a new marketing concept for books. Despite the industry screaming we were crazy, it worked.