Brand Focus: Why Great Brands Just Say 'No'
People have observed that a baby's first word is often 'no'. A friend of mine says that his infant son's first word was 'no' and that his first complete phrase was 'no way'.
Why 'no' is such a common first utterance is understandable. Babies are fussed with, propped up, wrapped up, cooed over, kissed and badgered. No wonder that, under such circumstances, the little critters communicate defiance. 'No' is...