One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.

Positioning should be decided before the advertising is created

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

Every ad is an investment in the long-term image of a brand.

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.

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