“Marketing is not selling. Marketing is building a brand in the mind of the prospect.”

It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

The essence of positioning is sacrifice.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

Branding is simply a more efficient way to sell things.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

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

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.

If you can intervene early in the lives of girls here and in other parts of the world, you can begin to change the prospects for the future.

Sales managers should track the number of first meetings with “right fit” prospects a sales person is engaged in on a monthly basis.

Cultivates the social virtues; and animates them by a great, a feasable, a speedy prospect of universal happiness,

You never realize how much you value something until you are faced with the prospect of losing it.

One cannot but mistrust a prospect of felicity: one must enjoy it before one can believe in it.