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" ... 4. A clear presentation of brand purpose establishes a basis for the organization’s entire marketing plan. As baseball legend Yogi Berra once said, “You’ve got to be very careful if you don’t know where you are going, because you might not get there.” Unless the brand purpose is clearly defined, marketers simply cannot adequately address other key questions: What do we hope to achieve with our marketing? How do we plan to achieve our goals? How are we different from the competition? Once brand purpose is understood, it suffuses all of the brand’s marketing. A brand purpose ad won’t be something special. All of the brand’s communications will carry the message. ... "
" ... As the late Senator Daniel Patrick Moynihan said, "Everyone is entitled to his own opinion, but not his own facts." Once upon a time, it was pretty easy to distinguish rumor from fact. You could watch one of the three television networks or read your local newspaper. Today, political bias suffuses the cable channels, digital media, and major national newspapers' opinion pages. ... "