Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

CHAPTER 1

BILLIONS AND BILLIONS WASTED . . .

I have the opportunity a few times a year to be a guest speaker at chamber of commerce events across America where local business owners pay a few bucks to enjoy a decent lunch or dinner and listen to me telling them that the size of a business has zero correlation to marketing prowess. In fact, most of the multinational world-class brands waste billions of dollars every year trying to establish a permanent beachhead in consumers' minds with brand promises (taglines) that gain no traction and no home in a single memory cell among the billions that we each possess.

If you don't believe me—and without googling—ask yourself what are Coke's or Pepsi's current taglines. You have no clue despite the zillions ...