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

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

Your brand’s power lies in dominance.

Positioning is how you differentiate yourself in the mind of the prospect.

Perhaps one cannot, what is more one must not, understand what happened, because to understand [the Holocaust] is almost to justify.

On his telepathic understanding with James Worthy- It’s almost like we have ESPN.

All these things I’ve written so much about. That’s why I’ve made such a practice really, over and over to hammer home the point of self-revelation and being more of yourself and showing yourself. Every book I write I want to get that in there.

It’s almost like we have ESPN.

Research shows that the happiest people are those who use their natural talents to the utmost.

Poor people will do almost anything to avoid problems. They see a challenge and they run…the secret to success, my friends, is not to try to avoid or get rid of or shrink from your problems; the secret is to grow yourself so that you are bigger than your problems.

The trouble with European cities is that they are drenched in their history, almost all of which is terrible.

It’s almost 10 years since the 2008 crisis, but we all still remember the consequences of ignoring threats to the public finances.