Branding is simply a more efficient way to sell things.

War and marketing have many similarities.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

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.

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

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.

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.