It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
In communications, familiarity breeds apathy.
It's not just what you say that stirs people. It's the way that you say it.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Advertising is the art of persuasion.
If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.