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.

It's better to be first in the mind than to be first in the marketplace.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

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.

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.

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.