“An attribute that nobody else already owns in your category.”

To get into the consumer’s mind, you have to sacrifice.

The Internet is the ultimate in brand-centered buying.

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.

IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.

It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

The essence of positioning is sacrifice.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

Branding is simply a more efficient way to sell things.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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.

The truth is that you already are what you are seeking. You are looking for God with his eyes. I suggest you ask, “What’s ultimately behind this set of eyes?” Turn around to see what is looking.

What are you thinking? I’ve already thought it over for you. You’ll become the wind. Because the wind is one of the world’s cleanest things.

We can already foresee a moment when it will bring about (“entraînera”, Fr.) severe (big, high, intense, – “grands”, Fr.) disasters,

But when the morning comes, I realize that there’s nothing to be done about what has already happened.

Much of God’s will for your life is already found in the Bible.

You don’t make Him Lord. He’s Lord already. You just recognize it.

If I haven’t had any long term psychological side effects from all the things I’ve already done on this show, this isn’t gonna hurt much more.

The best of them will work alone, already a part of the enemy camp, and in chameleon-like style master the fifth-column algorithms to subvert the ancient regime.