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

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Each year we send more and receive less.
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Each Less More Receive Send Year
Advertising is the way great brands get to be great brands.
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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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It’s better to be first in the mind than to be first in the marketplace.
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If you can build a powerful brand, you will have a powerful marketing program.
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After a slow buildup, people become convinced that they have known about the brand forever.
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The best way to make news is to announce a new category, not a new product.
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It is better to have 50% of one market, instead of 10% of five markets.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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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
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
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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