There Is Zero, And There Is Eternity,

Let Me Tell You Something My Friend. Hope Is A Dangerous Thing. Hope Can Drive A Man Insane.

We Never Cease Wanting What We Want, Whether It's Good For Us Or Not.

A Campaign, Like A Brand, Is Not Just A Number Of Bits Put Together - A Claim Here, A Pack Shot There, A Reason Why Somewhere Else. If We Try To Produce It By The Atomistic Approach, We Will End Up With A Sort Of Identikit Brand. It Will Be A Perfect Description Of The Structure Of The Brand, As The Identikit Can Describe The Contours Of The Face. But It Won't Be The Same Thing. The Brand Will Never Come To Life.

Stories Are Artifacts, Not Really Made Things Which We Create And Can Take Credit For, But Pre-existing Objects Which We Dig Up.

Superhero Movies And Comic Books Teach A Lesson That Runs Directly Counter To The Culture-of-violence Idea: Guns Are For Bad Guys Too Cowardly To Fight Like Men.