The best way to make news is to announce a new category, not a new product.

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

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

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.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.