War and marketing have many similarities.

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

The crucial ingredient in the success of any brand is its claim to authenticity.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.