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

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

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.

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

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

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

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.