The Internet is the ultimate in brand-centered buying.

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

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.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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.

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.