The crucial ingredient in the success of any brand is its claim to authenticity.

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.

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

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

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

War and marketing have many similarities.