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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

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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.
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You must be willing to give up something in order to establish that unique position.
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If you can build a powerful brand, you will have a powerful marketing program.
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It’s better to be first in the mind than to be first in the marketplace.
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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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Positioning is not what you do to a product.
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You have to reduce the essence of your brand to a single thought or attribute.
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Your brand’s power lies in dominance.
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To get into the consumer’s mind, you have to sacrifice.
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What should a brand leader advertise?
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