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

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.

Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

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.

The Internet is the ultimate in brand-centered buying.

The next generation product almost never comes from the previous generation.

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