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

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.

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

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

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

It's better to be first in the mind than to be first in the marketplace.

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.