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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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That is, you position the product in the mind of the prospect.
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An attribute that nobody else already owns in your category.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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