A person who desires to make an impression must stand out in some way.

Doing admirable things in a different way gives one a great advantage.

Whenever possible we introduce a personality into our ads. By making a person famous we make their product famous. When we claim an improvement, naming the person who made it adds effect.

We take care not to change an individuality which has proved appealing. Before a man writes a new ad he gets into the spirit adopted by the advertiser. He plays a part as an actor plays it.

In successful advertising we never change our tone. Appearing different every time we meet never builds up confidence.