Good brands do three things for highly stressed out consumers: 1. They save time. 2. They project the right message. 3. They provide an identity.

While the importance of a strong brand is widely understood, nothing is as misunderstood in American business as the question of how to use it.

Finding an excuse not to buy a brand can be just as enjoyable as finding an excuse to buy one. That, too, is human nature.

The great lesson of the Internet revolution is not that people never want personal service, just that they won't pay for personal service that does not add real value to the transaction.

It's not fair, but it's not entirely wrong to presume that the more capable people will come from the better brand.

A business based on brand is, very simply, a business primed for success.

Good brands do three things for highly stressed out consumers: 1. They save time. 2. They project the right message. 3. They provide an identity.