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

Everyone is interested in what‘s new. Few people are interested in what‘s better.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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

Good things happen when you narrow your focus.

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

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.