If God gives you something you can do, why in God's name wouldn't you do it?

The truth is in the details.

A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.

The scariest moment is always just before you start.

All I ask is that you do as well as you can, and remember that, while to write adverbs is human, to write he said or she said is divine.

The only leverage the manufacturer can apply to the retailer is his relationship with the consumer. And the main element in profit growth is going to have to lie in making his brand more valuable to the retailer, through its being more valuable to the consumer. And that means his brand must be unique, it must have no adequate direct substitutes - because it is in this, after all, that value lies.

You couldn't not like someone who liked the guitar.