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To get into the consumer’s mind, you have to sacrifice.

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Consumer Essence Info Mind Sacrifice

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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.
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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.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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A successful branding program is based on the concept of singularity.
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Even if all the cattle on the range look pretty much alike.
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If you can build a powerful brand, you will have a powerful marketing program.
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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.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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The essence of positioning is sacrifice.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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It’s better to be first in the mind than to be first in the marketplace.
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Positioning is not what you do to a product.
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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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Brand Build Effort Else Focus Known Mind Nobody Owing Word
The most powerful concept in marketing is owning a word in the prospects mind.
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War and marketing have many similarities.
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