We used to think that everything started in the lab. Now we realize that everything spins off the consumer.

There is an immutable conflict at work in life and in business, a constant battle between peace and chaos. Neither can be mastered, but both can be influenced. How you go about that is the key to success.

A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.

It doesn't matter how many people you offend, as long as you're getting your message to your consumers. I say to those people who do not want to offend anybody: You are going to have a very, very difficult time having meaningful advertising.

Play by the rules, but be ferocious.

There comes a time in every life when the past recedes and the future opens. It's that moment when you turn to face the unknown. Some will turn back to what they already know. Some will walk straight ahead into uncertainty. I can't tell you which one is right. But I can tell you which one is more fun.

Michael Jordan and Tiger Woods are really part of a very big advertising program, and the fact that they make so much money is because the markets have dictated that they get that money, and the fact that they endorse our products allows us to sell more products and create more jobs.