One can often trace the sources of a brand personality - here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.

It's a mystery. That's the first thing that interests me about the idea of God. If there is one, it's mysterious and powerful and awesome to even consider the concept, and you have to take it seriously.

All you need to do is hold on tight...and believe.

They walked through the rainy dark like gaunt ghosts, and Garraty didn't like to look at them. They were the walking dead.

All right I think we've been down here in the dark long enough. There's a whole other world upstairs. Take my hand Constant Reader and I'll be happy to lead you back into the sunshine. I'm happy to go there because I believe most people are essentially good. I know that I am. It's you I'm not entirely sure of.

I work until beer o'clock.

There should be no telephone in your writing room, certainly no TV or videogames for you to fool around with. If there’s a window, draw the curtains or pull down the shades unless it looks out at a blank wall.