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

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

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

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.

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.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.