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

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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.