“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.”

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.

After a slow buildup, people become convinced that they have known about the brand forever.

You must be willing to give up something in order to establish that unique position.

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.

Each year we send more and receive less.

The next generation product almost never comes from the previous generation.

What should a brand leader advertise?

Advertising is the way great brands get to be great brands.

It’s better to be first in the mind than to be first in the marketplace.

That is, you position the product in the mind of the prospect.

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

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.

We’ve always longed for someone to accept us… But we never believed there’d be anyone who would accept our twisted ways. That’s why we’ll stay locked up tight… …in our own little private world… …and throw away the key, so that no one can ever hurt us.

No demands are made on anyone. An experience is offered which members may accept or reject. That is up to them.

How we accept the challenge and attack the challenge head on is only about us-no one can touch that.

I don’t think Israel can accept an Iranian terror base next to its major cities any more than the United States could accept an al Qaeda base next to New York City.

The lesson to draw from this, of course, is that when you move from one country to another you have to accept that there are some things that are better and some things worse, and there is nothing you can do about it.

There are three ways in which one can deal with an injustice. (a) One can accept it without protest. (b) On can seek to avoid it. (c) One can resist the injustice non-violently. To accept it is to perpetuate it.

The first draft of a book is the most uncertain-where you need guts, the ability to accept the imperfect until it is better.

You continually have to ask yourself what club to play, where to aim it, whether to accept a safe par or to try to go for a birdie. You can’t play every hole the same way. I never could.