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

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

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.