The Internet is the ultimate in brand-centered buying.

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

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.

Good things happen when you narrow your focus.

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

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.

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.