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

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.

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

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

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