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It is better to have 50% of one market, instead of 10% of five markets.

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Better Have Instead Market Prospect

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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The Internet is the ultimate in brand-centered buying.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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What should a brand leader advertise?
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Advertising is the way great brands get to be great brands.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Positioning is what you do to the mind of the prospect.
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The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
You have to reduce the essence of your brand to a single thought or attribute.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
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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You need to allow enough time for this forgetting to take place
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