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

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

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

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.

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.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.

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