The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

You make the best products you can, and you grow as fast as you deserve to.

Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.

The consumer isn't a moron; she is your wife.

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.