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The crucial ingredient in the success of any brand is its claim to authenticity.

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Authenticity Claim Ingredient Success

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Your brand’s power lies in dominance.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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The next generation product almost never comes from the previous generation.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Advertising is the way great brands get to be great brands.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Positioning is what you do to the mind of the prospect.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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That is, you position the product in the mind of the prospect.
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It is better to have 50% of one market, instead of 10% of five markets.
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A successful branding program is based on the concept of singularity.
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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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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
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.
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