The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.

Marketing is the set of human activities directed at facilitating and consummating exchanges.

When it comes to efficiency and effectiveness, I would always start with effectiveness. I am interested in achieving a certain outcome. Only secondarily do I worry about achieving it as efficiently as possible.

Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.

Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.

I believe in the triple bottom line: people, planet, and profits. I would make sure to hire the best people and pay them more than my competitors. I would encourage their participation in decision making and hope that they can feel free to disagree with me.

Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.