The primary objective of a branding program is never the market for the product or service. The primary objective of a branding program is always the mind of the prospect. The mind comes first; the market follows where the mind leads.

You want to change something in a computer? Just type over or delete the existing material. You want to change something in a mind? Forget it.

A perception that exists in the mind is often interpreted as a universal truth.

Success in business inflates the egos of top management.

Building your brand on quality is like building your house on sand. You can build quality into your product, but that has little to do with your success in the marketplace.

The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that which matches prior knowledge or experience.

Marriage, as a human institution, depends on the concept of first being better than best. And so does business.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace. And just how do you generate publicity? The best way to generate publicity is by being first. In other words, by being the first brand in a new category.

When you try to be everything, you wind up being nothing.

Quality is a nice thing to have, but brands are not built by quality alone.