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

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.

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

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

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

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

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.