If You Stand For Something, You Will

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

You Can Say The Right Thing About A Product And Nobody Will Listen. You’ve Got To Say It In Such A Way That People Will Feel It In Their Gut. Because If They Don’t Feel It, Nothing Will Happen.

Forget Words Like 'hard Sell' And 'soft Sell.' That Will Only Confuse You. Just Be Sure Your Advertising Is Saying Something With Substance, Something That Will Inform And Serve The Consumer, And Be Sure You're Saying It Like It's Never Been Said Before.

In Communications, Familiarity Breeds Apathy.

Imitation Can Be Commercial Suicide.