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

War and marketing have many similarities.

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

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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.

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

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