Products are made in the factory, but brands are created in the mind.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Don’t tell me how good you make it; tell me how good it makes me when I use it.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
What helps people, helps business.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Before you can have a share of market, you must have a share of mind.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Friction makes sparks and sparks start creative conflagrations.
Don't tell people how good you make the goods; tell the how good your goods make them.
Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.
I regard a great ad as the most beautiful thing in the world.
Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
Steep yourself in your subject, work like hell, and love, honor and obey your hunches.
I am often asked how I got into the business. I didn't. The business got into me.
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