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.

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

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

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

Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.

Great marketing only makes a bad product fail faster.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.