So it comes down to scarcity, one product or service having qualities you won’t find everywhere or ideally, anywhere. It’s the job of every brand to seek that out as their standard, their stamp.

Evidently, one thing seems to have more value in direct proportion to whether or not we feel we have the freedoms, joys or conveniences of that thing.

Branding is the art of differentiation

Launching a brand is not for those with thin skin. It takes courage, intelligence and foresight.

Cookie cutters are for baking, not branding.

Having a me-too brand is a death sentence.

Social media isn’t a brand strategy. Social media is a channel. While it’s important for a brand to develop something to say, it’s more important to create something that will be heard.

If your brand is a cliché, your brand is losing sales and growth. Why? If your brand is using clichés to promote itself, you’re promoting your “category,” not your unique, individual brand. Painful? Yes. Solvable? Absolutely.

Brands are either built on reruns or coming attractions. The future has no road map while the past does. Creating a brand that blazes new trails can sometimes be bumpy but will also allow you to be the first to discover something new, something meaningful and something that makes others ask, “Why didn’t we think of that?” Be very scared of “old tricks” and build a spirit of innovation. It’s the “old tricks” that have the highest risk, not doing something bold.