If “what is the size of the market?” is the first question your company asks itself, then you are taking the wrong road to success. - Al Ries

More money is wasted in marketing than in any other human activity (outside of government activities, of course).

The Avis campaign will go down in marketing history as a classic example of establishing the “against” position.

If you were forced to drink a beaker of di-hydrogen oxide, your response would probably be negative. If you asked for a glass of water, you might enjoy it. That's right. There's no difference on the palate. The difference, in the brain.