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.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

Advertising is the way great brands get to be great brands.

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

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

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