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.

The truth is the best brands, like the most interesting people, have a keen sense of self.

Every brand builder will face a million temptations to obscure, dilute, or confuse his or her brand message. These temptations fall under two general headings: boredom and the desire for growth.

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.

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.

It is not easy to build a great brand. It takes leadership to persuade the rest of the company to follow your vision. It takes an artistic sense of proportion and timing. It takes a ruthless willingness to distinguish yourself from competing brands and, hopefully, bury them in the process.