Positioning Should Be Decided Before The Advertising

Our Business Is Infested With Idiots Who Try To Impress By Using Pretentious Jargon.

Sound An Alarm! Advertising, Not Deals, Builds Brands.

The Best Leaders Are Apt To Be Found Among Those Executives Who Have A Strong Component Of Unorthodoxy In Their Character. Instead Of Resisting Innovation, They Symbolize It.

It Has Taken More Than A Hundred Scientists Two Years To Find Out How To Make The Product In Question; I Have Been Given Thirty Days To Create Its Personality And Plan Its Launching. If I Do My Job Well, I Shall Contribute As Much As The Hundred Scientists To The Success Of This Product.

When You Advertise Fire Extinguishers, Open With The Fire.