“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.”

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.

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

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.

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

The most powerful concept in marketing is owning a word in the prospects mind.

Changing the direction of a large company is like trying to turn an aircraft carrier.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

But with a laser, you can drill a hole in a diamond or wipe out cancer.

I can’t have composite characters. I can’t attribute dialogue to someone based simply on my memory and not based on notes taken at the time that the words were spoken.

When people hear about teenage parents and teenage pregnancy, they attribute a lot of personality traits to those individuals, which is just such a bizarre thing when you really think about it.

Silence is itself the eternal witness without form or attributes. As you rest more profoundly as the witness, all objects take on their natural functionality, and awareness becomes free of the mind’s compulsive contractions and identifications. It returns to its natural non-state of Presence.

The pretended physical philosophy of modern days strips Man of all his moral attributes

No counter proof can equal the force of that drawn from His attributes. It is an indecency and a calumny to impute to Christ conduct which requires apology.

Beware of those who attribute petty instructions to God.

That world beyond is a world of sanctity and radiance; therefore, it is necessary that in this world he should acquire these divine attributes..

When this holy attribute is established in man, all the divine qualities will also become realized.