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.
A principle isn't a principle until it costs you something.
Imitation can be commercial suicide.
Because an appeal makes logical sense is no guarantee that it will work.
Advertising doesn't create a product advantage. It can only convey it.
Adapt your techniques to an idea, not an idea to your techniques.