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

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.

Positioning is what you do to the mind of the prospect.

You need to allow enough time for this forgetting to take place

Your brand’s power lies in dominance.

Positioning is how you differentiate yourself in the mind of the prospect.

A branding program should be designed to differentiate your cow from all the other cattle on the range.

We all want a United Africa, United not only in our concept of what unity connotes, but united in our common desire to move forward together in dealing with all the problems that can best be solved only on a continental basis.

This concept must be changed; we must realize in our bones that almost everything in time and history has changed except the human being.

I have no idea where I want to go musically, but I’m fine that way. I don’t need to be faithful to any concept, you know.

Regimented minds cannot grasp the concept of confrontation as an open exchange of major differences with a view to settlement through genuine dialogue.

Fascism is a religious concept.

The clothes are not making me If I like it, that’s all that mattersIt’s not about the clothes. It’s about how I am as a person and how confident I am.

It may, however, be said that the level of experience to which concepts are inapplicable cannot yield any knowledge of a universal character, for concepts alone are capable of being socialized.

All your Western theologies, the whole mythology of them, are based on the concept of God as a senile delinquent.