Branding is simply a more efficient way to sell things.

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.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

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

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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

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