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

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.

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

Everyone is interested in what‘s new. Few people are interested in what‘s better.

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

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.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.