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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

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Create Mind Perception Product Prospect Quite

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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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.
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You have to reduce the essence of your brand to a single thought or attribute.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Even if all the cattle on the range look pretty much alike.
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It’s better to be first in the mind than to be first in the marketplace.
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