Advertising is the way great brands get to be great brands.

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

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.

A brand should strive to own a word in the mind of the consumer.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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

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