black
grey
blue
red
brown
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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

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An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
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
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
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
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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The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well

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