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

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

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

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.

It's not just what you say that stirs people. It's the way that you say it.

If your advertising goes unnoticed, everything else is academic!

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