“The best way to make news is to announce a new category, not a new 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.

Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.

An attribute that nobody else already owns in your category.

A brand should strive to own a word in the mind of the consumer.

The real barrier (to building a brand) is the human mind.

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.

Good things happen when you narrow your focus.

It is better to have 50% of one market, instead of 10% of five markets.

Positioning is what you do to the mind of the prospect.

You need to allow enough time for this forgetting to take place

Your brand’s power lies in dominance.

Positioning is how you differentiate yourself in the mind of the prospect.

A branding program should be designed to differentiate your cow from all the other cattle on the range.

The important thing is this Just because I’m doing well doesn’t mean that they’re going to do well if they get HIV. A lot of people have died since I have announced. This disease is not going anywhere.

My show ‘The Big House’ was picked up; they flew me to New York. I’m about to step on stage to announce Kevin Hart’s ‘The Big House.’ And a hand grabs my shoulder, ‘Kevin no, they just decided to cancel it.’ It’s a serious smack-in-the-face business, and either you can take it, or you can’t.

As the bells ring out the joys of Christmas, may we also be alert for the final trumpet that will announce His return, when we shall always be with Him.

The liturgy is best treated and read as if it’s someone announcing the departure of trains.

Announcing your plans is a good way to hear God laugh.

Announcers don’t do enough of the cat-and-mouse strategy and all the work that goes into it.

If I were the commissioner of all sports media I would issue an immediate ban on three-person announcing teams on telecasts of live sporting events. In almost all cases three is one voice too many.

If somebody had started on a remake of French Kiss before I announced my own film, I would have dropped my subject. If someone else starts after me, what am I to do?