black
grey
blue
red
brown
white

Even if all the cattle on the range look pretty much alike.

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Alike All Cattle Look Much Pretty Range

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After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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The real barrier (to building a brand) is the human mind.
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Positioning is not what you do to a product.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Brand Build Effort Else Focus Known Mind Nobody Owing Word
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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The best way to make news is to announce a new category, not a new product.
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The essence of positioning is sacrifice.
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