A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.

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

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

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

Everyone is interested in what‘s new. Few people are interested in what‘s better.

Branding is simply a more efficient way to sell things.

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.