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.

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

Good things happen when you narrow your focus.

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

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

Branding is simply a more efficient way to sell things.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.