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

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

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.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

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