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

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.

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.

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

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.

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.

Branding is simply a more efficient way to sell things.