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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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Create Mind Perception Product Prospect Quite

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The best way to make news is to announce a new category, not a new product.
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If you can build a powerful brand, you will have a powerful marketing program.
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Each year we send more and receive less.
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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It’s better to be first in the mind than to be first in the marketplace.
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The next generation product almost never comes from the previous generation.
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You must be willing to give up something in order to establish that unique position.
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Advertising is the way great brands get to be great brands.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Even if all the cattle on the range look pretty much alike.
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