successful positioning requires consistency. You must keep at it year after year. - Al Ries

Don’t try to trick the prospect. Advertising is not a debate. It’s a seduction.

When you try to be everything, you wind up being nothing.

the professionals who are opposed to advertising say it downgrades their profession. And it does. To advertise effectively today, you have to get off your pedestal and put your ear to the ground. You have to get on the same wavelength as the prospect. In advertising, dignity as well as pride goeth before destruction, and a haughty spirit before a fall.