The Consumer Isn't A Moron; She Is

Every Advertisement Should Be Thought Of As A Contribution To The Complex Symbol Which Is The Brand Image.

First, Make Yourself A Reputation For Being A Creative Genius. Second, Surround Yourself With Partners Who Are Better Than You Are. Third, Leave Them To Go Get On With It.

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

The Mission Of A Great School Is Not To Cram You With Facts So That You Can Regurgitate Them...this Gives Many Boys Such A Distaste For Learning That They Never Read Another Book As Long As They Live. No, The Mission Is To Inspire You With A Taste For Scholarship - A Taste Which Will Last You All Your Life.

H. L. Mencken Once Said That Nobody Ever Went Broke Underestimating The Taste Of The American Public. That Is Not True. I Have Come To Believe That It Pays To Make All Your Layouts Project A Feeling Of Good Taste, Provided That You Do It Unobtrusively. An Ugly Layout Suggests An Ugly Product. There Are Very Few Products Which Do Not Benefit From Being Given A First Class Ticket Through Life.