There's no such thing as a rational purchase. 

Brands should share something interesting before they share information.

It's not always smart to claim improvements as Innovations.

Details matter. That's why good design earns a premium.

The best ideas are found, not fabricated.

So until it makes you laugh, smile, blush or nod your head, keep looking.

And if you get stuck, start again with a simple human truth.

The more your brand does that, the less lame your ads will be.