“An attribute that nobody else already owns in your category.”

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

Even if all the cattle on the range look pretty much alike.

You have to reduce the essence of your brand to a single thought or attribute.

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.

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.

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.

A brand should strive to own a word in the mind of the consumer.

The real barrier (to building a brand) is the human mind.

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.

Good things happen when you narrow your focus.

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

Positioning is what you do to the mind of the prospect.

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

Your brand’s power lies in dominance.

Positioning is how you differentiate yourself in the mind of the prospect.

A branding program should be designed to differentiate your cow from all the other cattle on the range.

And in today already walks tomorrow.

For me, a writer is already being the deuce of his mission, his occupation to society.

Our program is simple: we wish to govern Italy. They ask us for programs but there are already too many. It is not programs that are wanting for the salvation of Italy but men and will power.

You should be able to use the pieces you already own and add to them. Because they are like timeless classics.

I just talk about what’s going on, but of course, you know, Bob, before rappers, was already laying that kind of thing down.

Reinvent new combinations of what you already own. Improvise. Become more creative. Not because you have to, but because you want to. Evolution is the secret for the next step.

I am terrified and I don’t even know of what, because I have lost everything already.

You come first, the clothes later. Reinvent new combinations of what you already own. Be creative.