black
grey
blue
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brown
white

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

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Alike All Cattle Look Much Pretty Range

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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
That is, you position the product in the mind of the prospect.
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Mind Position Product You
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
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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Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
Your brand’s power lies in dominance.
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Positioning is not what you do to a product.
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A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
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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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
You need to allow enough time for this forgetting to take place
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Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
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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