It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

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

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.

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 next generation product almost never comes from the previous generation.

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

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