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.

It's better to be first in the mind than to be first in the marketplace.

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

The best way to make news is to announce a new category, not a new product.

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place