It Is The Inescapable Duty

Consumers Do Not Buy Products. They Buy Product Benefits.

You Will Never Win Fame And Fortune Unless You Invent Big Ideas.

Our Business Is Infested With Idiots Who Try To Impress By Using Pretentious Jargon.

There Isn’t Any Significant Difference Between The Various Brands Of Whiskey, Or Cigarettes Or Beer. They Are All About The Same. And So Are The Cake Mixes And The Detergents, And The Margarines… The Manufacturer Who Dedicates His Advertising To Building The Most Sharply Defined Personality For His Brand Will Get The Largest Share Of The Market At The Highest Profit.

The Only Marketers Who Know What The Hell They're Doing Are Those Who Have Worked In Sales