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.

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.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

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

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.