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

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.

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

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

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

Good things happen when you narrow your focus.

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.