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

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.

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

The next generation product almost never comes from the previous generation.

It's better to be first in the mind than to be first in the marketplace.

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.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.