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.

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.

Do not allow your enemy to define you. Because if you allow yourself to be defined negatively, nothing positive you say about yourself will register.

A strong brand is the only thing that can tip the balance of power between distributors and a manufacturer back into the manufacturer's favor.

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

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.