... not to state the facts about a productbut to sell a solution or a dream. Address your advertising to the cus-tomers’ aspirations. This is what Ferrari, Tiffany, Gucci, and Ferrag-amo do. A Ferrari ... that marketingtakes a day to learn. The bad news is that it takes a lifetime to master!But even the bad news can be looked at in a positive way. I take inspi-ration from Warren Bennis’ remark: ... services, such as Palm, Viagra, Starbucks, eBay. A new brand should strive to establish a new category, have an interestingname, and tell a fascinating story. If print and TV will pick up the story,people...