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

The crucial ingredient in the success of any brand is its claim to authenticity.

The next generation product almost never comes from the previous generation.

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

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

It's better to be first in the mind than to be first in the marketplace.

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.