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

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

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.

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

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.

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

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.