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

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.

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.

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

Good things happen when you narrow your focus.

A brand should strive to own a word in the mind of the consumer.