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.

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The most effective leader is the one who satisfies the psychological needs of his followers.

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A chairman who never wanders about his agency becomes a hermit, out of touch with his staff.

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Manufacturers who don't test their products incur the colossal cost (and disgrace) of having their products fail on a national scale instead of dying inconspicuously and economically in test markets.

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Twenty four out of twenty five new products never get out of test markets.

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What you say in advertising is more important than how you say it.

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Unless your campaign has a big idea, it will pass like a ship in the night.

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In the best institutions, promises are kept, no matter what the cost in agony and overtime.

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If it doesn't sell, it isn't creative.

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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

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