Unless your campaign has a big idea, it will pass like a ship in the night.

Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write.

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

Write the way you talk. Naturally.

When you have nothing to say, sing it.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

Nobody has ever built a brand by imitating somebody else's advertising.