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

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

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

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