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.

A brand should strive to own a word in the mind of the consumer.

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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