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

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.

A branding program should be designed to differentiate your cow from all the other cattle on the range.

When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.

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.

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

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

Everyone is interested in what‘s new. Few people are interested in what‘s better.

President Obama appears to me to have elevated and implemented the artist-activist concept to the role of empowered servant-leader.

Within the universe of the extraordinary, those qualities we designate to human concepts of gender are often shared, exchanged, or even completely obliterated.

I don’t know what DVD commentaries are about. I’d like to strangle the person who came up with that concept.

We coin concepts and we use them to analyse and explain nature and society. But we seem to forget, midway, that these concepts are our own constructs and start equating them with reality.

From time immemorial, man has desired to comprehend the complexity of nature in terms of as few elementary concepts as possible.

Energy is a concept that has been coined by physicists. There is no observable thing known as energy anywhere.

Existence of Isvara follows our conception of Isvara. Let us first know whose concept He is. The concept will be only according to the one who conceives. Find out who you are and the other problem will solve itself.

Emotions are such complex concepts to understand.