To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

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

The next generation product almost never comes from the previous generation.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

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

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.