No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

Advertising doesn't create a product advantage. It can only convey it.

You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.