Within Every Brand Is A

Can Advertising Foist An Inferior Product On The Consumer? Bitter Experience Has Taught Me That It Cannot. On Those Rare Occasions When I Have Advertised Products Which Consumer Tests Have Found Inferior To Other Products In The Same Field, The Results Have Been Disastrous.

You Will Never Win Fame And Fortune Unless You Invent Big Ideas.

I Can't Stand Callow Amateurs Who Aren't Sufficiently Interested In The Craft Of Advertising To Assume The Posture Of Students.

The Consumer Isn't A Moron; She Is Your Wife. You Insult Her Intelligence If You Assume That A Mere Slogan And A Few Vapid Adjectives Will Persuade Her To Buy Anything. She Wants All The Information You Can Give Her.

Study The Methods Of Your Competitors And Do The Exact Opposite.