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You need to allow enough time for this forgetting to take place

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The Internet is the ultimate in brand-centered buying.
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A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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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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Brand Build Effort Else Focus Known Mind Nobody Owing Word
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Branding is simply a more efficient way to sell things.
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The most powerful concept in marketing is owning a word in the prospects mind.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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It’s better to be first in the mind than to be first in the marketplace.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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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.
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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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An attribute that nobody else already owns in your category.
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To get into the consumer’s mind, you have to sacrifice.
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The next generation product almost never comes from the previous generation.
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A successful branding program is based on the concept of singularity.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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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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If you can build a powerful brand, you will have a powerful marketing program.
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Each year we send more and receive less.
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