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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.

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

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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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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You must be willing to give up something in order to establish that unique position.
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Each year we send more and receive less.
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Advertising is the way great brands get to be great brands.
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You have to reduce the essence of your brand to a single thought or attribute.
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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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Positioning is not what you do to a product.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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