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

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.

The most powerful concept in marketing is owning a word in the prospects mind.

Changing the direction of a large company is like trying to turn an aircraft carrier.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

But with a laser, you can drill a hole in a diamond or wipe out cancer.

If you can build a powerful brand, you will have a powerful marketing program.