The most powerful concept in marketing is owning a word in the prospects mind.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
A brand should strive to own a word in the mind of the consumer.