It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

The most powerful concept in marketing is owning a word in the prospects mind.

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

Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

Good things happen when you narrow your focus.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

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