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

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

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.

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

The next generation product almost never comes from the previous generation.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

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