"Marketers are experiencing tremendous difficulties in differentiating products," Mr. Shevack said, "so our job is to create 'brand insistence.'

"DDB brought us terrific nontraditional ideas that will generate awareness of Glidden's dramatic new products and drive brand insistence in the larger retail home improvement stores."

Every business must woo customers to move them quickly from brand awareness, via brand recognition, to brand preference and finally to brand insistence, a point at which the consumer refuses to accept alternatives and is willing to pay an even higher premium for the desired branded product.