Positioning should be decided before the advertising is created

Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.

Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

If you can’t advertise yourself, what hope do you have of advertising anything else?

Creativity needs discipline and freedom.