Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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

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

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.

When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.