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.

Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.

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

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.

...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.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.