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.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

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

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