To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
There is no progress whatever. Everything is just the same as it was thousands, and tens of thousands, of years ago. The outward form changes. The essence does not change.
For Spirits when they please Can either sex assume, or both; so soft And uncompounded is their essence pure, Not tied or manacled with joint or limb, Nor founded on the brittle strength of bones, Like cumbrous flesh; but in what shape they choose Dilated or condensed, bright or obscure, Can execute their airy purposes, And works of love or enmity fulfil.
The essence of all slavery consists in taking the product of another's labor by force. It is immaterial whether this force be founded upon ownership of the slave or ownership of the money that he must get to live.
The soul is the cause or source of the living body. The terms cause and source have many senses. But the soul is the cause of its body alike in all three senses which we explicitly recognize. It is (a) the source or origin of movement, it is (b) the end, it is (c) the essence of the whole living body.
You may depend upon it, religion is, in its essence, the most gentlemanly thing in the world. It will alone gentilize, if unmixed with cant; and I know nothing else that will, alone. Certainly not the army, which is thought to be the grand embellisher of manners.
I think that where I've gotten frustrated during the course of my presidency has never been because I was getting pushed too hard by activists to see the justness of a cause or the essence of an issue.
By virtue of this science the poet is the Namer, or Language-maker, naming things sometimes after their appearance, sometimes after their essence, and giving to every one its own name and not another's, thereby rejoicing the intellect, which delights in detachment or boundary.
The essence of humor is that it should be unexpected, that it should embody an element of surprise, that it should startle us out of that reasonable gravity which, after all, must be our habitual frame of mind.
Live life like its the last breath you take for that breath is the whole essence of living, the little things in life are what connects us to all the big things we live for