“A brand should strive to own a word in the mind of the consumer.”

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.

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.

When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.

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.

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

The family is also important to businessmen. It is one of the major purchasing groups of our consumer society.

I don’t like it when it’s consumer advocacy, like how you should spend your $60. Great criticism is a kind of literature.

A consumer society is about simplfying and degrading the consumer as well as the product.

As soon as people enter a theater they must become moron consumers who must be fed information.

Nothing is as easy or natural as consumer brands want us to think – no problem is as resolvable. Your hair will fall out, eventually. Yet we do have these brands, and we line our shelves with them. There’s an inherent irony.

I want to be a real artist to consumers. I want to be the real thing for them.

You can keep ‘consumer’ DNA at the center of your product. That will always mean that adoption is easier.

It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.