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

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.

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

The Internet is the ultimate in brand-centered buying.

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.

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

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