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

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Along Come Mistake New Product Really Simple Successful

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A successful branding program is based on the concept of singularity.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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A brand should strive to own a word in the mind of the consumer.
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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.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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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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The essence of positioning is sacrifice.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Positioning is not what you do to a product.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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