As Bill Bernbach once said: “Principles endure, formulas don’t.”

In marketing and advertising we always have to realign ourselves with the principles at hand.

Knowledge is not enough. It is not the end, it is only the beginning.

The way you take something into the future is not with knowledge but with an idea.

Not just any idea but a big idea, one that hasn’t been done before. One that breaks new ground. One that changes people and the very culture.

The marketer is always on search for the idea, the idea that could change it all.

Some people want to keep reaching higher. They want to be affiliated with brands that elevate this feeling, reinforce it and allow them to reach higher.

All brands in a certain way are aspirational. Some brands and people are more then others.

What makes your brand something that would fit into the story of someone’s aspirations?