We used the Lonely Planet guide to Sicily as our main reference, but also found the internet to be very useful, thanks to the countless other people who also seem to have been inspired by their visits. Yet seemingly insignificant things – music, casting, location or a telling detail in the performance – can have huge power.

People's behaviour changes when they know they're being examined and watched, and group dynamics have a big impact. Rather it's about think hard about who your true target is and not overtly limit yourself by segmenting. Google’s London office has a proper old-fashioned library for people to work in, with a strict policy of silence.Emotion helps us to process, remember and share, but ads like Budweiser's puppies show that the idea of 'emotion is all that matters' has significant limitations. Celkovo ale mozem s cistym svedomim dat 5 hviezdiciek a som si isty, ze kazdy sa po precitani stane aspon o kusok lepsim marketerom. Dalsia vec je prilis casta nekonkretnost v odporucaniach a velakrat aj absencia podpory ich trvdeni konkretnymi datami. Though we can debate the merits of our current media landscape, it's hugely helpful to have access to this calibre of marketing thinkers via Twitter, Linkedin, YouTube lectures, online articles, courses and of course books. Except what we know from evidence is that brands, at their best, operate as shortcuts for decision making.

When you're working for a company, it's easy to fool yourself into believing that everyone outside the company feels strongly towards it. How Not to Get People Thinking: “Real people have more important things to think and talk about than brands. Use media) with the casual insouciance of someone who looks at strategy first and then makes choices. Takže pokud se ke knize dostanou marketingový ředitelé, kreativní ředitelé, analytici, accounťáci a další, tak to bude jedině dobře. Díky tomu bylo publikováno více než 60 článků a ty si nyní můžete přečíst v krásně poskládané knize.We also talked about how a lot of times, when there’s not enough budget, it’s probably more effective to try and get banned instead (for the PR value that comes from it). Less, wider targeted and with better production value is generally far better than more, tighter targeted and 'low cost'.