The majority of business men are not capable of an original thought, simply because they cannot escape the tyranny of reason.

The general advertisers and their agencies know almost nothing for sure, because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means 'originality': The most dangerous word in the lexicon of advertising

Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

Positioning should be decided before the advertising is created

Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.