What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.

When you have nothing to say, sing it.

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.

Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.

Every advertisement is part of the long term investment in the personality of the brand.

Our business is infested with idiots who try to impress by using pretentious jargon.

You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.