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

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 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 most powerful concept in marketing is owning a word in the prospects mind.

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

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

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