The best way to make news is to announce a new category, not a new product.
Advertising is the way great brands get to be great brands.
War and marketing have many similarities.
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
The most powerful concept in marketing is owning a word in the prospects mind.
A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.