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

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.

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

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

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.

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

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