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

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.

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.

The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.

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.

Is perception equivalent to existence?

The thought of a limit to perceptual space and time staggers the mind.

But the perception of life as an organic unity is a slow achievement, and depends for its growth on a people’s entry into the main current of world-events.

In England we have come to rely upon a comfortable time-lag of fifty years or a century intervening between the perception that something ought to be done and a serious attempt to do it.

But that citizen’s perception was also at one with the truth in recognizing that the very brutality of the means by which the IRA were pursuing change was destructive of the trust upon which new possibilities would have to be based.

Even in the 1950s, President Eisenhower was concerned about what he called a campaign of hatred of the U.S. in the Arab world, because of the perception on the Arab street that it supported harsh and oppressive regimes to take their oil.

Perception’s not reality.

The feminine character, the feminine perceptions, intuitions, delicacy, sympathy, quickness, are more responsive to natural forms and influences than is the masculine mind.