Advertising can only maintain brands that have been created by publicity. - Al Ries

According to a recent Spencer Stuart survey, a company’s chief marketing officer has the shortest tenure of any top executive. “This job is radioactive,

With a plethora of products in every category, how does a company use advertising to blast its way into the mind? The basic underlying marketing strategy has got to be “reposition the competition.” Because there are so few creneaus to fill, a company must create one by repositioning the competitors that occupy the positions in the mind. In other words, to move a new idea or product into the mind, you must first move an old one out.

People don't like to change their minds. Once they perceive you one way, that's it. They kind of file you away in their minds as a certain kind of person. You cannot become a different person in their minds.