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

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.

The best way to make news is to announce a new category, not a new product.

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.

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.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

The crucial ingredient in the success of any brand is its claim to authenticity.