Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.
I always said that mega-mergers were for megalomaniacs.
The most important word in the vocabulary of advertising is test. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
Topics: Advertising, Business
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out — either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time. Good products can be sold by honest advertising. If you don’t think the product is good, you have no business to be advertising it.
Topics: Business, Advertising
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client; successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
A well-run restaurant is like a winning baseball team. It makes the most of every crew member’s talent and takes advantage of every split-second opportunity to speed up service.
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