Marketing is not selling. Marketing is building a brand in the mind of the prospect.

The Internet is the ultimate in brand-centered buying.

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

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

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

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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