Never use jargon words like 'reconceptualize', 'demassification', 'attitudinally', 'judgmentally'. They are hallmarks of a pretentious ass.

On the average, five times as many people read the headlines as read the body copy.

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.

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.

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

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

If you want to be interesting, be interested.