“To get into the consumer’s mind, you have to sacrifice.”

It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

The most powerful concept in marketing is owning a word in the prospects mind.

Changing the direction of a large company is like trying to turn an aircraft carrier.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

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

But with a laser, you can drill a hole in a diamond or wipe out cancer.

If you can build a powerful brand, you will have a powerful marketing program.

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.

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.

A successful branding program is based on the concept of singularity.

The crucial ingredient in the success of any brand is its claim to authenticity.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

War and marketing have many similarities.

Positioning is not what you do to a product.

The best way to make news is to announce a new category, not a new product.

We must become expressions of, not consumers of, realization.

It is not really about them though it targets them as consumers.

I love market research because you really have an idea of what your consumers are looking for.

The family is also important to businessmen. It is one of the major purchasing groups of our consumer society.

I don’t like it when it’s consumer advocacy, like how you should spend your $60. Great criticism is a kind of literature.

A consumer society is about simplfying and degrading the consumer as well as the product.

As soon as people enter a theater they must become moron consumers who must be fed information.

Nothing is as easy or natural as consumer brands want us to think – no problem is as resolvable. Your hair will fall out, eventually. Yet we do have these brands, and we line our shelves with them. There’s an inherent irony.