“If you can build a powerful brand, you will have a powerful marketing program.”

What should a brand leader advertise?

Advertising is the way great brands get to be great brands.

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.

My nerve endings seemed to have come alive; they almost jangled with anticipation I was going to see Will. Whatever else,

Great men are almost always bad men, even when they exercise influence and not authority…

The danger is not that a particular class is unfit to govern. ~ Every class is unfit to govern … Power tends to corrupt, and absolute power corrupts absolutely. Great men are almost always bad men.

There is almost nothing you can say that holds up as a generalization, because it depends on too many factors: size, modulation, the rest of the field, a certain consistency that color has with forms, and the statement you’re trying to make.

It is remarkable that men, when they differ in what they think considerable, will be apt to differ in almost everything else; their difference begets contradiction; contradiction begets heat; heat quickly rises into resentment, rage, and ill-will; thus they differ in affections, as they differ in judgment.

I really feel the novel has certain conveniences about it and has something so fundamental about it you could almost say that as long as there is paper, there is going to be the novel.

To destroy a man is difficult, almost as difficult as to create one: it has not been easy, nor quick, but you Germans have succeeded. Here we are, docile under your gaze; from our side you have nothing more to fear; no acts of violence, no words of defiance, not even a look of judgment.

Most human beings have an almost infinite capacity for taking things for granted.