Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
The next generation product almost never comes from the previous generation.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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
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.