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

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

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

A brand should strive to own a word in the mind of the consumer.

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.

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