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

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

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

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.

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.

Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.