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

Everyone is interested in what's new. Few people are interested in what's better.

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.

Mind-changing is the road to advertising disaster.