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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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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

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
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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After a slow buildup, people become convinced that they have known about the brand forever.
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Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
If you can build a powerful brand, you will have a powerful marketing program.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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What should a brand leader advertise?
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Your brand’s power lies in dominance.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself

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