Good things happen when you narrow your focus.

The most powerful concept in marketing is owning a word in the prospects mind.

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

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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

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.

The Internet is the ultimate in brand-centered buying.