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

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

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.

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.

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

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.