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.

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

The best way to make news is to announce a new category, not a new product.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

The Internet is the ultimate in brand-centered buying.

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

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.