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.

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.

The Internet is the ultimate in brand-centered buying.

The next generation product almost never comes from the previous generation.

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

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

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.