In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

Human nature is not amenable to prediction based on the trends or tendencies prevailing at the time. It is amenable to startling creativity of the kind practiced by great artists, directors, writers, musicians, actors, who know how to touch a chord in humans everywhere.

Simplicity is the outcome of technical subtlety; it is the goal, not the starting point.

When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.

Everyone wants to be immortal. Few are. Margaret Thatcher is. Why? Because her values are timeless, eternal. Tap anyone on the shoulder anywhere in the world, and ask what Mrs Thatcher believed in, and they will tell you. They can give a clear answer to what she 'stood for.

Politics is not a world for the squeamish or fainthearted.

It's my view that human dignity - an attribute which for years has been taken by the Left in British politics - resides in fact in Tory values of independence, individuality and self determination.