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

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Company Hand Mental Mind Position Product Upper

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

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.
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Answer Brand Own Three Trouble Two
A brand should strive to own a word in the mind of the consumer.
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What should a brand leader advertise?
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To get into the consumer’s mind, you have to sacrifice.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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The most powerful concept in marketing is owning a word in the prospects mind.
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The next generation product almost never comes from the previous generation.
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The Internet is the ultimate in brand-centered buying.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
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.
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Going Name New Product Require Simple Succesful
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 real barrier (to building a brand) is the human mind.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
Advertising is the way great brands get to be great brands.
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An attribute that nobody else already owns in your category.
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