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

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

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

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

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.