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The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The next generation product almost never comes from the previous generation.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
What should a brand leader advertise?
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Positioning is not what you do to a product.
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Mind Position Product
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Branding is simply a more efficient way to sell things.
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Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way

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