The Internet is the ultimate in brand-centered buying.

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.

Advertising is the way great brands get to be great brands.

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

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.

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

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