A great sports car that goes from 0-60 in 3.9 seconds is just a fact. To the wrong audience, it’s irrelevant. But to the right audience, it’s a passion.

There are three points I used to help a gourmet chocolatier increase sales 300% in a single month as well as a Midwest city to increase tourism guests 500% in 12 months.

Look at every ‘revolutionary’ brand or category killer, it had an app, or a feature, or a functionality, or a user experience nobody else at that point could offer. I refer to this as ‘the Killer App’ principle.

When it comes to branding and the ever-changing social media phenomenon, you’re not a mushroom. In other words, you shouldn’t be kept in the dark and fed a pile of...well, you get the idea.

Why do some brands grow explosively when others (that could be thriving) die a lonely and forgettable death?

Who are we, and how do we relate this idea in a way that’s meaningful to our customers and the values they hold dear?In other words, one must define something meaningful. To do that, one must identify to whom this must be meaningful.

The biggest mistake brands make are trying to “sell their stuff” rather than clarifying what people are actually buying.

It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace.

The opposite of value is a commodity item with little or no perceived value — which means people are not seeking it out and when they do, it’s merely one of the many choices (so very likely the cheapest offering will get the sale).