Advertising Must Respect The Intelligence Of Its

When A Company Owns One Precise Thought In The Consumer's Mind, It Sets The Context For Everything And There Should Be No Distinction Between Brand, Product, Service And Experience.

There Is No Rivalry Between Google And Traditional Advertising.

Advertising Must Respect The Intelligence Of Its Audience And If It Does Not Prompt Them To Think, It Will Be Instantly Dismissed.

In Fact, I Argue That The Future Of Advertising, Whatever The Technology, Will Be To Associate Each Brand With One Word. This Is One Word Equity. It's The Modern Equivalent Of Having The Best Site On The High Street, Except The Location Is In The Mind.

I Don’t Have To Win. I Just Have To Make You Lose.