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.

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

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.

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

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.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

The Internet is the ultimate in brand-centered buying.