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

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

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

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

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.

The Internet is the ultimate in brand-centered buying.