Branding is simply a more efficient way to sell things.
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.
The best way to make news is to announce a new category, not a new product.
It's better to be first in the mind than to be first in the marketplace.
The most powerful concept in marketing is owning a word in the prospects mind.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.