When a company owns one precise thought in the consumer’s mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.
Maurice Saatchi Quotes
In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.
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