The More Informative Your Advertising, The More

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.

I Don't Believe In Tricky Advertising, I Don't Believe In Cute Advertising, I Don't Believe In Comic Advertising. The People Who Perpetrate That Kind Of Advertising Never Had To Sell Anything In Their Lives

H. L. Mencken Once Said That Nobody Ever Went Broke Underestimating The Taste Of The American Public. That Is Not True. I Have Come To Believe That It Pays To Make All Your Layouts Project A Feeling Of Good Taste, Provided That You Do It Unobtrusively. An Ugly Layout Suggests An Ugly Product. There Are Very Few Products Which Do Not Benefit From Being Given A First Class Ticket Through Life.

Our Offices Must Always Be Headed By The Kind Of Men Who Command Respect. Not Phonies, Zeros Or Bastards.

Senior Men Have No Monopoly On Great Ideas. Nor Do Creative People. Some Of The Best Ideas Come From Account Executives, Researchers And Others. Encourage This, You Need All The Ideas You Can Get.