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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.

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Cancer Coherem Energy Focus Laser Light Source Stream Weak

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

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
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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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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
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
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
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
Each year we send more and receive less.
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Each Less More Receive Send Year
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
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
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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Going Name New Product Require Simple Succesful
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
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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Company Hand Mental Mind Position Product Upper
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi

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