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Branding is simply a more efficient way to sell things.

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Brand Efficient Sell Thing Way

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

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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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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
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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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
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
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People

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