In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life. - Al Ries

The Avis campaign will go down in marketing history as a classic example of establishing the “against” position.

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.

Everyone is interested in what's new. Few people are interested in what's better.