Our Offices Must Always Be Headed By

Don't Bunt. Aim Out Of The Ball Park. Aim For The Company Of Immortals.

Never Stop Testing, And Your Advertising Will Never Stop Improving.

Positioning Should Be Decided Before The Advertising Is Created

Supposing You've Got An Acute Appendicitis. You've Got To Be Operated On Tonight. Would You Like To Have A Surgeon Who's Read Some Books Of Anatomy And Knows How To Do That Operation - Or Would You Prefer To Have A Surgeon Who Refused To Read All Books About Anatomy And Relied On His Own Instinct?

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.