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

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

The crucial ingredient in the success of any brand is its claim to authenticity.

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

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

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

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.