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.

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.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

The most powerful concept in marketing is owning a word in the prospects mind.

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

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

The next generation product almost never comes from the previous generation.