Every advertisement must contribute to the complex symbol which is the brand image. - David Ogilvy

Take whiskey. Why do some people chose Jack Daniel’s, while others choose Grand Dad or Taylor? Have they tried all three and compared the taste? Don’t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn’t the whiskey they choose, it’s the image. The brand image is 90 per cent of what the distiller has to sell.

In the best establishments, promises are always kept, whatever it may cost in agony and overtime.

Agencies add new services the way universities add new courses. Nothing wrong with that if you also discontinue services which have outlived their relevance. To keep your boat moving through the water, keep scraping the barnacles off its bottom.