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Changing the direction of a large company is like trying to turn an aircraft carrier.

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Aircraft Carrier Change Company Direction Try Trying

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
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.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Positioning is not what you do to a product.
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Mind Position Product
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind

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