Don’t advertise a mood. Invoke it. By giving someone advance warning of an emotion, you inoculate them from it.

Jay Heinrichs, paraphrased from his book ‘Thank you for arguing’

It’s hard to beat your competition when you’re copying them.

Neil Patel, digital marketing author & entrepreneur

There is only one space that matters [in communications]. The space between the customer’s ears

Sir John Hegarty, advertising legend