“Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.”
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In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.
Poetry can't cure cancer, but it can save your life until you die.
The great corporations of this country were not founded by ordinary people. They were founded by people with extraordinary intelligence, ambition, and aggressiveness.
In other cases, when the medium becomes entranced, the demonstration of a communicator's separate intelligence may become stronger and the sophistication less.
