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.

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.

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

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.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.