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.

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

The Internet is the ultimate in brand-centered buying.

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.