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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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The Internet is the ultimate in brand-centered buying.
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If you can build a powerful brand, you will have a powerful marketing program.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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It is better to have 50% of one market, instead of 10% of five markets.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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A successful branding program is based on the concept of singularity.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Positioning is what you do to the mind of the prospect.
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Positioning is how you differentiate yourself in the mind of the prospect.
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Even if all the cattle on the range look pretty much alike.
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A brand should strive to own a word in the mind of the consumer.
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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 better to be first in the mind than to be first in the marketplace.
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