The whole book can be boiled down to 2 key ideas:
- The brand that gets in the mind of the consumer first wins. Who makes the best soda? Coke! The best small cars? VW with its Beetle! The best round chips? Pringles! Tip: Find a narrow niche and hold it tight!
- Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader!

I read the updated edition of the book that was originally published in the ate 70's. It is fun to read the comments of the authors like: "30 years ago we thought that Time was an awful name for the news magazine, but now we think that it is better than the generic name Newsweek." - it shows that everything is relative in the world of advertising.