In communications, familiarity breeds apathy.

Don't confuse good taste with the absence of taste.

You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.

An idea can turn to dust or magic, depending on the talent that rubs against it.

Because an appeal makes logical sense is no guarantee that it will work.

Rules are what the artist breaks; the memorable never emerged from a formula.

I warn you against believing that advertising is a science.