War and marketing have many similarities.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

Advertising is the way great brands get to be great brands.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The best way to make news is to announce a new category, not a new product.

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.

Good things happen when you narrow your focus.