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

War and marketing have many similarities.

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.

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

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

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.

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