You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
The best ideas come as jokes. Make your thinking as funny as possible.
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
Never stop testing, and your advertising will never stop improving.
If it doesn't sell, it isn't creative.
Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
The consumer isn't a moron; she is your wife.
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
Our business is infested with idiots who try to impress by using pretentious jargon.
I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.
Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga.
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