“Positioning is not what you do to a product.”

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.

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

I wish that I was where I am.

Ladies there is no neutral position for us to assume.

If you knew it all it would not be creation but dictation.

Women are not going to be equal outside the home until men are equal in it.

It is useless to attack men who could not be controlled even if conquered, while failure would leave us in an even worse position.

The average estimate themselves by what they do, the above average by what they are.

Right now we’re in a special and powerful position, because the world is having a spiritual awakening.

When all the original blues guys are gone, you start to realize that someone has to tend to the tradition. I recognize that I have some responsibility to keep the music alive, and it’s a pretty honorable position to be in.