If each of us hires people who are bigger than we are, we shall become a company of giants. - David Ogilvy

Queen Victoria complained that Gladstone talked to her as if he were addressing a public meeting. She preferred Disraeli, who talked to her like a human being. When you write copy, follow Disraeli’s example.

Unless your advertising is built on a BIG IDEA it will pass like a ship in the night.

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.