1. Advertising is like a good joke. The best jokes don’t communicate, they just take advantage of what’s already in the mind. The best advertising does the same.

2. Once built, a brand needs advertising to stay alive. The law of advertising.

3. The “mine forever” myth. Once my brand is established, its market share is mine forever. So let’s spend our ad dollars on line extensions, new flavors, new market segments.

4. It’s the real thing.

5. The King of Beers.

6. Marlboro Country.

7. A diamond is forever.

8. The ultimate driving machine.

9. A brand should strive to own a word in the mind of the consumer. The law of the word.

10. Why sacrifice business? Rest of the market Focus

11. You sacrifice business. Word.

12. Case histories. Nokia. Volvo. Premier Auto Group. Honda. General Motors. Saab.

13. Zara, a unique concept. The Wall Street Journal, May 18, 2001.

14. Case histories. Prego vs. Ragu. Altoids. The Body Shop. Movado. Zippo.

15. The best B-schools of 2004. 1.Northwestern... marketing. 2.Chicago... quantitative analysis. 3.Pennsylvania... finance. 4.Stanford... high technology. 5.Harvard... management.

16. Case histories. Marlboro. Curves. United Jersey. Act. AARP. American Heart Association.

17. Leaders own their category. When you think of tires, you think of Goodyear. When you think of cola, you think of Coca-Cola. When you think of rental cars, you think of Hertz. When you think of mainframes, you think of IBM.

18. Management consultants. Peter Drucker, management. Tom Peters, excellence. Michael Hammer, re-engineering. Michael Porter, strategy. Philip Crosby, quality.

19. Movie stars. John Wayne, a man’s man. Marilyn Monroe, sexy woman. Julia Roberts, pretty woman. Tom Cruise, action hero. Billy Joel, piano man. Arnold Schwarzenegger, tough guy.

20. Case histories. Missouri. Guatemala. Kenya. Gallapagos. India.