If You Can’t Be Brilliant, At Least

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.

Repeat Your Winners. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Selling. Scores Of Good Advertisements Have Been Discarded Before They Lost Their Potency.

When You Advertise Fire Extinguishers, Open With The Fire.

There Isn’t Any Significant Difference Between The Various Brands Of Whiskey, Or Cigarettes Or Beer. They Are All About The Same. And So Are The Cake Mixes And The Detergents, And The Margarines… The Manufacturer Who Dedicates His Advertising To Building The Most Sharply Defined Personality For His Brand Will Get The Largest Share Of The Market At The Highest Profit.

I Did Not Feel 'evil' When I Wrote Advertisements For Puerto Rico. They Helped Attract Industry And Tourists To A Country Which Had Been Living On The Edge Of Starvation For 400 Years.