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

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

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.

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.

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.

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

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