ignition soundbytes Quotes of the quarter Marketing and business insights that have caught our attention in the past few months I call it breakthrough marketing Sources: marketingweek.com; exchangewrire.com; warc.com; thedrum.com Cobra Beer founder Lord Karan Bilimoria recalls how, with no budget for advertising, he built the brand using product innovation and direct sales Effectiveness case studies clearly articulate the argument that investing in design is an investment in business growth At the Design Business Association, CEO Deborah Dawton argues that good design grabs a clients attention In the past, many have talked the talk on committing to quality, and have failed to make the necessary investments to earn brand trust Tesco chief customer officer Alessandra Bellini advises marketers to walk the walk, before the launch of Jacks As the number of creator partnerships skyrocketed, the legitimacy of the model spiralled downwards Keith Weed, Unilever CMCO on how fake followers have compromised the integrity of influencer advertising I think partnerships are really the ultimate influencer. They can provide credibility in areas that we cant, and they allow us to tell our brand story in a unique way Rachael Haley, Airbnbs global connections strategy lead, locates todays real power of influence not in social channels but in the business partnerships brands forge Todays marketers are expected to multitask at even greater levels than before: distributing tighter budgets across a range of channels, while driving high returns and contributions to business success Harry Harcus, UK and pan-regional managing director at programmatic media platform Xaxis, sets out marketings challenge From the worlds largest travel site to the most personalised and connected travel community ever TripAdvisor CEO and co-founder Stephen Kaufer describes the brands transformation into becoming a social-led model The role of a strategist has become more critical than ever before, as strategy needs to be at the core to help brands grow their business in a connected age In an experiential era, strategy still counts, says Yosuke Suzuki, managing director, R/GA Tokyo cim.co.uk/exchange