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.

The Internet is the ultimate in brand-centered buying.

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

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

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.

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.

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