black
grey
blue
red
brown
white

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

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Positioning is what you do to the mind of the prospect.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Good things happen when you narrow your focus.
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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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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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You have to reduce the essence of your brand to a single thought or attribute.
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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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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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.
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The Internet is the ultimate in brand-centered buying.
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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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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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War and marketing have many similarities.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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If you can build a powerful brand, you will have a powerful marketing program.
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