THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
The crucial ingredient in the success of any brand is its claim to authenticity.
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
The Internet is the ultimate in brand-centered buying.
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.