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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.

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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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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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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A brand should strive to own a word in the mind of the consumer.
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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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Along Come Mistake New Product Really Simple Successful
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
War and marketing have many similarities.
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Many Market Similarity War
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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