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.

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

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.

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

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

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.

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.