An idea can turn to dust or magic, depending on the talent that rubs against it.
From William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
If your advertising goes unnoticed, everything else is academic.
We don't ask research to do what it was never meant to do, and that is to get an idea.
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