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

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

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.

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.

Branding is simply a more efficient way to sell things.

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

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