A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your 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.

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

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.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

War and marketing have many similarities.

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