We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.

Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

A good advertisement is one which sells the product without drawing attention to itself.

Big ideas are usually simple ideas.

Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them it's Jack Daniel's. Ask them which they prefer. They'll think the two drinks are quite different. They are tasting images

When you have nothing to say, sing it.

We like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company - and above all, honest with consumers.