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

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.

A brand should strive to own a word in the mind of the consumer.

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

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.