"The illogical man is what advertising is after. This is why advertising is so anti-rational; this is why it aims at uprooting not only the rationality of man but his common sense."

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Our first idea is a grand opening, a big launch, a press release, or major media coverage. We default to thinking we need an advertising budget. Our delusion is that we should be Transformers and not The Blair Witch Project.

— Ryan Holiday