Everyone is interested in what‘s new. Few people are interested in what‘s better.

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.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

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.

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

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.