"The average person can tolerate being told something which he or she knows nothing about. (Which is why "news" is an effective advertising approach.… - Al Ries

All truth is relative. Relative to your mind or the mind of another human being. When you say, 'I’m right and the next person is wrong,' all you’re really saying is that you’re a better perceiver than someone else.

When you try to be everything, you wind up being nothing.

Names don't matter, many managers believe; it's the product that matters. With the right product at the right price, goes the thinking, we can win the battle of the marketplace. Names do matter. Depending on the category, the name alone can represent the primary reason for the brand's success. A company might spend hundreds of millions of dollars to develop a new product and then give that new product a brand name that almost guarantees failure. Innovation alone is never enough. Along with innovation, a company needs marketing to assure the brand's eventual success and survival. The heart of a good marketing program is a great name.