Michael Jordan and Tiger Woods are really part of a very big advertising program, and the fact that they make so much money is because the markets have dictated that they get that money, and the fact that they endorse our products allows us to sell more products and create more jobs.

Perception can be changed

Michael Jordan and Tiger Woods are really part of a very big advertising program, and the fact that they make so much money is because the markets have dictated that they get that money, and the fact that they endorse our products allows us to sell more products and create more jobs.

A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.

We used to think that everything started in the lab. Now we realize that everything spins off the consumer.

Up until the time I was 14 years old, I was sure that I was going to be a big-league baseball player. But that dream came to a rude awakening when I got cut from my high school baseball team.

It is possible to tell a customer "no", and have the customer thank you for doing it