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

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Aircraft Carrier Change Company Direction Try Trying

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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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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 crucial ingredient in the success of any brand is its claim to authenticity.
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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.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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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Allow Build Decade Ear Forget Normal Old Person Take Truth
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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If you can build a powerful brand, you will have a powerful marketing program.
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The most powerful concept in marketing is owning a word in the prospects mind.
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