The cornerstone of religion, a clear vision can inspire great action and firm conviction.
Products are produced in the factory; brands are produced in our minds.
Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.
Imagine Pepsi without Coke. Impossible, right?
Sex doesn't sell anything other than itself
The enemy shapes the brand.