The only leverage the manufacturer can apply to the retailer is his relationship with the consumer. And the main element in profit growth is going to have to lie in making his brand more valuable to the retailer, through its being more valuable to the consumer. And that means his brand must be unique, it must have no adequate direct substitutes - because it is in this, after all, that value lies.
Stephen KingI do not aim with my hand; he who aims with his hand has forgotten the face of his father. I aim with my eye. I do not shoot with my hand; he who shoots with his hand has forgotten the face of his father. I shoot with my mind. I do not kill with my gun; he who kills with his gun has forgotten the face of his father. I kill with my heart.
Stephen KingIt's not the pain I'm afraid of; I know about the pain. What I'm afraid of is the end of this small, sweet dream.
Stephen King