An idea is nothing more nor less than a new combination of old elements.

This use of advertising - to add a subjective value to the product - becomes increasingly important as the trends in our technology lead to competing products becoming more and more the same.

And so, while perhaps not all God's chilluns got wings, enough have for each of us to hope that we may be among those that have.

An idea is nothing more nor less than a new combination of old elements.

We tend to forget that words are, themselves, ideas. They might be called ideas in a state of suspended animation. When the words are mastered the ideas tend to come alive again.

Every really good creative person in advertising has always had two noticeable characteristics. First, there was no subject he could not easily get interested in...Second, he was an extensive browser in all sorts of fields of information. For it is with the advertising man as with the cow: no browsing, no milk.

Particular bits of knowledge are nothing, because they are made up of what Dr. Robert Hutchins once called rapidly aging facts. Principles and method are everything.