The primary objective of a branding program is never the market for the product or service. The primary objective of a branding program is always the… - Al Ries

You build brand loyalty in a supermarket the same way you build mate loyalty in a marriage. You get there first and then be careful not give them a reason to switch.

Don't play semantic games with the prospect. Advertising is not a debate. It's a seduction.

Marketing is a battle of ideas. So if you are to succeed, you must have an idea or attribute of your own to focus your efforts around. Without one, you had better have a low price. A very low price. Some say all attributes are not created equal. Some attributes are more important to customers than others. You must try and own the most important attribute. Cavity prevention is the most important attribute in toothpaste. It’s the one to own. But the law of exclusivity points to the simple truth that once an attribute is successfully taken by your competition, it’s gone. You must move on to a lesser attribute and live with a smaller share of the category. Your job is to seize a different attribute, dramatize the value of your attribute, and thus increase your share.