A principle isn't a principle until it costs you something.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

A principle isn't a principle until it costs you something.

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.

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.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.