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

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

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.

After a slow buildup, people become convinced that they have known about the brand forever.

You must be willing to give up something in order to establish that unique position.

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.

Each year we send more and receive less.

What should a brand leader advertise?

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

It’s better to be first in the mind than to be first in the marketplace.

That is, you position the product in the mind of the prospect.

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

Even if all the cattle on the range look pretty much alike.

You have to reduce the essence of your brand to a single thought or attribute.

The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.

I’M ANGRY because the stories of injustice that have been passed down for generations seem to be continuing before our very eyes.

Never before in our country’s history has a generation been so empowered, so wealthy, so privileged – and yet so empty.

Every ten years there is a new generation of actors.

The glory of each generation is to make its own precedents.

The job is never done and every generation has to fight again.

A transplanted Irishman, German, Englishman is an American in one generation. A transplanted African is not one in five!

Ineluctably, the insults inflicted in one war call forth new wars of retaliation, which may be waged within months of the original conflict or generations later.

I hold that a strongly marked personality can influence descendants for generations.