Top Highlights

• If you want to build a brand, you must focus your branding efforts on owning a
• Customers want brands that are narrow in scope and are distinguishable by a single word, the shorter the better.
• 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.
• Leaders should not look on their advertising budgets as investments that will pay dividends. Instead leaders should look on their advertising budgets as insurance that will protect them against losses caused by competitive attacks.
• When you don’t have the leading brand, your best strategy is to create a new category in which you can claim leadership.