David Ogilvy

What a piece of garbage this smart car is. There's a commercial - the smart car has zero percent interest for six years. Well, good, I got zero percent in six years in buying this smart car. I'll tell you that much. I mean, it's ridiculous. My buddy has a smart car, totaled it. He hit a deer tick.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.