A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

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

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

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

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.