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

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.

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

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

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

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

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