The next generation product almost never comes from the previous generation.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The best way to make news is to announce a new category, not a new product.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.

It's better to be first in the mind than to be first in the marketplace.

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.