If You Can’t Reduce Your

I Write In The Most Distressingly Slow Way In Terms Of Punctuation And Grammar.

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.

America's Critics Can Be Heard Everywhere. It Is Too Much In Love With Money - Worshipping The God Of The Marketplace, The Golden Calf. It Has Too Much Money, Seven Of The Top 10 Banks, Eight Of The Top 10 Companies Etc. It Is Too Stingy, Giving Away Less Of Its Wealth Than Other Countries. It Is Vulgar, A Rich Barbarian.

Advertising At Its Worst Will Be Killed By The Internet. And Rightly So.

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.