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.

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.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

Good things happen when you narrow your focus.

The most powerful concept in marketing is owning a word in the prospects mind.

War and marketing have many similarities.