Brand is another word for reputation or image. And you don’t get a reputation just by claiming something. - Dave Trott

Enemy spies reported back to Germany that the reason they were losing so many bombers was the deadly ‘Cat’s Eyes’ Cunningham. And for a long while the Luftwaffe bought that story. They lost a lot of bombers to radar before they discovered the truth. Because a simple lie is often more powerful than a complicated truth.

As the economist J.M. Keynes said: “The difficulty lies not so much in developing new ideas, as in escaping from the old ones.

Because marketing, like war, is a zero-sum game. If you want something you have to take it from someone else. In order for someone to win, someone has to lose.