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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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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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The real barrier (to building a brand) is the human mind.
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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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Your brand’s power lies in dominance.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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You must be willing to give up something in order to establish that unique position.
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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
The next generation product almost never comes from the previous generation.
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It’s better to be first in the mind than to be first in the marketplace.
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Good things happen when you narrow your focus.
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War and marketing have many similarities.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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