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

War and marketing have many similarities.

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

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 crucial ingredient in the success of any brand is its claim to authenticity.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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