What’s called luck is usually an outgrowth of successful communication. - Al Ries

What should a brand leader advertise? Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life.

Too often, however, greed gets confused with positioning thinking. Charging high prices is not the way to get rich. Being the first to (1) establish the high-price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success. Otherwise, your high price just drives prospective customers away.