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

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The best way to make news is to announce a new category, not a new product.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Positioning is not what you do to a product.
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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Even if all the cattle on the range look pretty much alike.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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.
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You need to allow enough time for this forgetting to take place
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That is, you position the product in the mind of the prospect.
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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.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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What should a brand leader advertise?
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A successful branding program is based on the concept of singularity.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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