The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
The best way to make news is to announce a new category, not a new product.
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.
It's better to be first in the mind than to be first in the marketplace.
Good things happen when you narrow your focus.