Strategy and timing are the Himalayas of marketing. Everything else is the Catskills..

Marketing is what a company is in business to do. Marketing is a company's ultimate objective..

War and marketing have many similarities..

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you ….

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less..

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect..

The crucial ingredient in the success of any brand is its claim to authenticity..

Branding is simply a more efficient way to sell things..

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribu….

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

The best way to make news is to announce a new category, not a new product..

Advertising is the way great brands get to be great brands..

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble..

Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong ….

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns..

The next generation product almost never comes from the previous generation..

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray m….

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the compute….