I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

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.

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

Study the methods of your competitors and do the exact opposite.

If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you