“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 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.

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.

We cannot attribute to fortune or virtue that which is achieved without either.

You have to reduce the essence of your brand to a single thought or attribute.

An attribute that nobody else already owns in your category.

I can’t have composite characters. I can’t attribute dialogue to someone based simply on my memory and not based on notes taken at the time that the words were spoken.

When people hear about teenage parents and teenage pregnancy, they attribute a lot of personality traits to those individuals, which is just such a bizarre thing when you really think about it.

Silence is itself the eternal witness without form or attributes. As you rest more profoundly as the witness, all objects take on their natural functionality, and awareness becomes free of the mind’s compulsive contractions and identifications. It returns to its natural non-state of Presence.

The pretended physical philosophy of modern days strips Man of all his moral attributes

No counter proof can equal the force of that drawn from His attributes. It is an indecency and a calumny to impute to Christ conduct which requires apology.