The Most Powerful Element In

I Warn You Against Believing That Advertising Is A Science.

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 Doesn't Create A Product Advantage. It Can Only Convey It.

Research Can Trap You Into The Past.

Rules Are What The Artist Breaks; The Memorable Never Emerged From A Formula.