When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

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

Good things happen when you narrow your focus.

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

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.

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

It's better to be first in the mind than to be first in the marketplace.