Within Every Brand Is A Product, But

The Pursuit Of Excellence Is Less Profitable Than The Pursuit Of Bigness, But It Can Be More Satisfying.

A Lot Of Today's Campaigns Are Based On Optimum Positioning But Are Totally Ineffective - Because They Are Dull, Or Badly Constructed, Or Ineptly Written. If Nobody Reads Your Advertisement Or Looks At Your Commercial, It Doesn't Do You Much Good To Have The Right Positioning.

To Advertisers: "do Not Compete With Your Agency In The Creative Area. Why Keep A Dog And Bark Yourself?"

As A Private Person, I Have A Passion For Landscape, And I Have Never Seen One Improved By A Billboard. Where Every Prospect Pleases, Man Is At His Vilest When He Erects A Billboard. When I Retire From Madison Avenue, I Am Going To Start A Secret Society Of Masked Vigilantes Who Will Travel Around The World On Silent Motor Bicycles, Chopping Down Posters At The Dark Of The Moon. How Many Juries Will Convict Us When We Are Caught In These Acts Of Beneficent Citizenship?

You Aren't Advertising To A Standing Army; You Are Advertising To A Moving Parade. Three Million Consumers Get Married Every Year. The Advertisement Which Sold A Refrigerator To Those Who Got Married Last Year Will Probably Be Just As Successful With Those Who'll Get Married Next Year. An Advertisement Is Just Like A Radar Sweep, Constantly Hunting New Prospects As They Come Into The Market. Get A Good Radar And Keep It Sweeping.