1. Somewhere, hiding in plain view, is an undeniable truth about the brand.

2. If it's been done, scrap it.

3. Say something that no one else can say.

4. Find out what the audience wants- talk to them, not at them.

5. Hop off the bandwagon - ignore the trends.

6. Fiddle with your brand at your own peril.

7. While ads usually comprise of five elements, three should illustrate your point, two will make it "super", and one a "winner".

8. Recogize the importance of empathy.

9. Create advertising that people wish they thought of.

10. If you can't get their attention, it doesn't matter how good the concept is.

11. The best graphics can't make a bad concept any better.

12. Never, ever, underestimate the customer's intelligence.