There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.

Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

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.

Consumers don't think how they feel. They don't say what they think and they don't do what they say.

Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.

Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.

Creativity needs discipline and freedom.