Branding is simply a more efficient way to sell things.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
War and marketing have many similarities.
To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
The best way to make news is to announce a new category, not a new product.
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