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.

You aren’t advertising to a standing army; you are advertising to a moving parade.

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

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.

Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.