“Each year we send more and receive less.”

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 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.

An attribute that nobody else already owns in your category.

A brand should strive to own a word in the mind of the consumer.

The real barrier (to building a brand) is the human mind.

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.

Good things happen when you narrow your focus.

It is better to have 50% of one market, instead of 10% of five markets.

Positioning is what you do to the mind of the prospect.

You need to allow enough time for this forgetting to take place

Your brand’s power lies in dominance.

Positioning is how you differentiate yourself in the mind of the prospect.

A branding program should be designed to differentiate your cow from all the other cattle on the range.

When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.

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.

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

Collaboration is all about rewriting and rewriting and rewriting and helping each other to constantly improve a piece.

Each time is true, but the truths are not the same.

Each person who gets stuck in time gets stuck alone.

Rather, each act is an island in time, to be judged on its own. … It is a world of impulse. It is a world of sincerity.

In a world of fixed future, life is an infinite corridor of rooms, one room lit at each moment, the next room dark but prepared.

In a world without future, each parting of friends is a death. In a world without future, each loneliness is final.

We need to realize that the economic situation between Mexico and the United States is not just one in which we trade with one another.

I think that of my 21 symphonies, each has its own place.