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

Related Topics

Brand Business Customer Distinguishable Narrow Scope Singer Want World

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

It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
Each year we send more and receive less.
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Each Less More Receive Send Year
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
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
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
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget

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