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

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

The next generation product almost never comes from the previous generation.

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

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

The most powerful concept in marketing is owning a word in the prospects mind.

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.