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.
War and marketing have many similarities.
A brand should strive to own a word in the mind of the consumer.
It's better to be first in the mind than to be first in the marketplace.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
The Internet is the ultimate in brand-centered buying.