You can't save souls in an empty church.

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

If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.

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.

Encourage innovation. Change is our lifeblood, stagnation our death knell.

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.

If you can’t be brilliant, at least be memorable