“That is, you position the product in the mind of the prospect.”

Branding is simply a more efficient way to sell things.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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.

After a slow buildup, people become convinced that they have known about the brand forever.

You must be willing to give up something in order to establish that unique position.

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.

Each year we send more and receive less.

The next generation product almost never comes from the previous generation.

What should a brand leader advertise?

Advertising is the way great brands get to be great brands.

It’s better to be first in the mind than to be first in the marketplace.

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

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

Everywhere there is incessant relative change in position throughout the universe, and the observer is always at the center of things.

It’s about taking advantage of the opportunities you have right now, and right now we’re in a position where you call somebody and they’re willing to pick up and take the call because they’re a fan, you have to take advantage of that and have a chance to capitalize on your ideas.

Perhaps there is no position more perilous to a man’s honesty thanthat?of knowing himselftobe quiteloved by a girl whom he almost loves himself.

It’s absolutely right that we scrutinise the leaders who after all are going to be in a position of great power.

There is no absolute up or down, as Aristotle taught; no absolute position in space; but the position of a body is relative to that of other bodies.

Any guy who can maintain a positive attitude without much playing time certainly earns my respect.

Yeah, I play a lot of point guard. LeBron plays a lot of point guard. A lot of people are thinking too much on positions.

I’ve always found paranoia to be a perfectly defensible position.