“The most powerful concept in marketing is owning a word in the prospects mind.”

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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.

After a slow buildup, people become convinced that they have known about the brand forever.

You must be willing to give up something in order to establish that unique position.

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.

Each year we send more and receive less.

The next generation product almost never comes from the previous generation.

What should a brand leader advertise?

Advertising is the way great brands get to be great brands.

It’s better to be first in the mind than to be first in the marketplace.

That is, you position the product in the mind of the prospect.

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.

It’s wearing spiritual clothing and spiritual concepts, but it is really no different than a drunk in the gutter who doesn’t want to feel the pain anymore.

Feel your way into what I am saying rather than thinking about it. Only a self-concept looks and longs for God. Drop your self-concept and there is only God meeting God. Enlightenment is the restoration of cosmic humor.

In the heart of a human being, emptiness becomes love. When we touch that Source, instantly the love is present. Literally, the divine becomes human and the human becomes divine.

(“Le concept de l’absolu, d’où découlent, dans le domaine moral, les lois ou normes morales, constitue, le principe d’identité, qui est la loi fondamentale de la pensée; il en découle les normes logiques qui régissent la pensée dans le domaine de la science.”)

The concept of absolute, hence (or whence) springs, in the moral field, the moral laws or norms, represent, in the field of knowledge.

I discovered I was passionate about the creative process, the product development, creating a concept around a fragrance or lipstick.

People love buying into a lifestyle and an overall concept. So when they buy a shell-colored lip gloss, they can also buy shells for their house, as well as sunglasses and [items in] other categories [in that shade] to create one consistent image.

The concept of being loyal to your friends, to the point where you’d even die for them, is a great subject.