“Each year we send more and receive less.”

Branding is simply a more efficient way to sell things.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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.

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

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.

When I come back, we’ll all need each other to step up our games and do what needs to be done.

We need to understand that we are not each others’ enemies in this country. And it is only the political class that derives its power by creating friction. It is only the media that derives its importance by creating friction… that uses every little thing to create this chasm between people. This is not who we are.

I am a businessman. This is what I do each and every day. I love it. I love coming to work. I never have a bad day.

We wander, question. But the answer waits in each separate heart – the answer of our own identity and the way by which we can master loneliness and feel that at last we belong.

A blindness to what is going on in each other’s hearts.

The Soul of each one of us is sent, that the universe may be complete.

Except for half a dozen in each town the citizens are proud of that achievement of ignorance which is so easy to come by.

The prizes go to those who meet emergencies successfully. And the way to meet emergencies is to do each daily task the best we can.