The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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

The Internet is the ultimate in brand-centered buying.

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

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.

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