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

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 most powerful concept in marketing is owning a word in the prospects mind.

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

Branding is simply a more efficient way to sell things.

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

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.