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.

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

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.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.

Good things happen when you narrow your focus.

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.