“War and marketing have many similarities.”

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

A new dog never replaces an old dog; it merely expands the heart. If you have loved many dogs, your heart is very big.

We cannot change the way the world is, but by opening ourselves to the world as it is, we may find that gentleness, decency and bravery are available – not only to us, but to all human beings.

Our program is simple: we wish to govern Italy. They ask us for programs but there are already too many. It is not programs that are wanting for the salvation of Italy but men and will power.

I love watching faces as they grow up. It’s the difference between so many strong British actresses compared to what America does to women.

The curt truth is that, in a deep secret way, the state of being beloved is intolerable to many.

He was afflicted by the thought that where Beauty was, nothing ever ran quite straight, which no doubt, was why so many people looked on it as immoral.

Too many kids today are playing major league ball and don’t belong there.

A friend is one to whom one may pour out the contents of one’s heart, chaff and grain together, knowing that gentle hands will take and sift it, keep what is worth keeping, and with a breath of kindness, blow the rest away.