“Changing the direction of a large company is like trying to turn an aircraft carrier.”

When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.

It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

The most powerful concept in marketing is owning a word in the prospects mind.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

But with a laser, you can drill a hole in a diamond or wipe out cancer.

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

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.

If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.

A successful branding program is based on the concept of singularity.

The crucial ingredient in the success of any brand is its claim to authenticity.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

War and marketing have many similarities.

Positioning is not what you do to a product.

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