The crucial ingredient in the success of any brand is its claim to authenticity.

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

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

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

The crucial ingredient in the success of any brand is its claim to authenticity.

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

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.