Never be led in new paths by the blind

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

Picture what others wish to be, not what they may be now

Don't think of people in the mass. That gives you a blurred view.

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

People don't buy from clowns.