Instead, a brand is a customer’s gut feeling about a product, service, or company.

“follow your bliss”

The cheap-reader category was pure white space before someone noticed a job not getting done: People were going without extra pairs of glasses because they didn’t want to spend hundreds of dollars on prescription pairs.

In a marketplace of me-too offerings, people don’t seek features and benefits so much as tribal identity.

Customers today don’t like to be sold—they like to buy, and they tend to buy in tribes. Better advice for companies is to focus their communications not on a USP but on a UBT—a Unique Buying Tribe—that has a natural affinity for the company’s products or services.

To delight customers so that MORE people buy MORE things for MORE years at a HIGHER price.

Finding open market space is a counterintuitive skill. The human perceptual system is only programmed to notice what’s there, not what’s not there.

A BRAND IS A PERSON’s GUT FEELING A ABOUT A PRODUCT, SERVICE, OR COMPANY.

What stops most companies from zagging is the cloud of uncertainty that follows innovation.