In Communications, Familiarity Breeds Apathy.

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.

Good Advertising Does Not Just Circulate Information. It Penetrates The Public Mind With Desires And Belief.

Today's Smartest Advertising Style Is Tomorrow's Corn.

A Principle Isn't A Principle Until It Costs You Something.

Logic And Over-analysis Can Immobilise And Sterilize An Idea. It's Like Love. The More You Analyse It, The More It Disappears.