The Better Mousetrap Quotes

“Technology, society, media: these are mutable forms, shape-shifting, forever re-purposing themselves. They sit within the wild, weird and wonderful frame of change. But there is a frame.”
― Simon Pont, The Better Mousetrap: Brand Invention in a Media Democracy

“Straight advertising’ is the equivalent of ignoring your girlfriend over dinner. Branded content, and CRM, and co-creation is the opposite. It’s telling her she’s hot.”
― Simon Pont, The Better Mousetrap: Brand Invention in a Media Democracy

“Short a bear market, go long in a bull market, either play, you do it on a hunch, harbor a whole lot of hope, then sit back and try not to bite your nails. Because no one knows anything for sure. Foresight is a hunch. Everyone is making it up as best they can, and life’s winners are those who smile at the truth of it and can cut a wake through a Sargasso of ego, guesswork, bullshit and chance.”
― Simon Pont, The Better Mousetrap: Brand Invention in a Media Democracy

“The internet reflects us at our eccentric, absurd, trivial best. It shows us as stoned online game-players and people wearing home-made Tron suits. It reveals that we enjoy watching people blend things like an iPhone, and mix 200 litres of Diet Coke with 500 Mentos mints. Laughing babies and sneezing baby panda’s speak to us, despite having nothing to say, and we find all these things hypnotically watchable and briefly hysterical.”
― Simon Pont, The Better Mousetrap: Brand Invention in a Media Democracy

“Happiness is our one ultimate end. Boil it right the way down, reduce all those motivational drivers, and sitting right there at the centre of our very human hearts, is our yearning to be happy.”
― Simon Pont, The Better Mousetrap: Brand Invention in a Media Democracy

“How much do you enjoy the ad of the hot brunette in the skimpy tank-top winking at you? How much do you enjoy that image of the college hunk with the cubed abdominals blue-steeling into the breeze? Once you make the link that it’s American Apparel, or Abercrombie, how do you then feel about that brand?”
― Simon Pont, The Better Mousetrap: Brand Invention in a Media Democracy

“The fundamentals will cause us all to stand and stare; our want for material possessions, our possession and passing on of heirlooms, our want to leave a legacy; our base sexual drives, our wish to be the superior versions of ourselves; our desire to be happy, as an emotion and an idea, that ultimate phantasm.”
― Simon Pont, The Better Mousetrap: Brand Invention in a Media Democracy