“Branding is simply a more efficient way to sell things.”

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.

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

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.

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

It’s for high quality vehicles, reliable, fuel-efficient, and safe of course.

I will be ruthless in cutting out waste, streamlining structures and improving efficiency.

On the other hand, to eradicate illiteracy requires that we elect a fair and efficient political regime.

All you need is the best product in the world, the most efficient production in the world and global marketing.

The governance framework is there to encourage the efficient use of resources and equally.

I don’t know that it was much better thirty years ago. The music industry just wasn’t as efficient.

We have become indifferent to content, and react, not even to form, but to technique, to technical efficiency itself.

Obviously, the highest type of efficiency is that which can utilize existing material to the best advantage.