Every brand is an idea

A brand is a way for consumers to vote on an idea.
In the short term, the consumers vote for ideas that seem good.
In the long term, the consumers vote for ideas that are good.

Advertising is the art of spreading your idea to consumers.

Successful brands capture good ideas and use them to promote what is good.

Life isn’t better with Coca Cola, but life is continually improving and Coca Cola isn’t standing in the way of that. Life is getting better by itself, but if you always bought Coca Cola, you would never figure that out.

The idea of marketing as fundamentally perverted holds some merit. Great ideas are powerful and can be used to sell horrible products. When advertising is done deceptively the ideas are what is really bought and the customer is left with sugar water.

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