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 best way to make news is to announce a new category, not a new product.

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

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

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

Branding is simply a more efficient way to sell things.

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