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

What should a brand leader advertise?

Advertising is the way great brands get to be great brands.

It’s better to be first in the mind than to be first in the marketplace.

That is, you position the product in the mind of the prospect.

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

Even if all the cattle on the range look pretty much alike.

You have to reduce the essence of your brand to a single thought or attribute.

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.

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.

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.

An attribute that nobody else already owns in your category.

A brand should strive to own a word in the mind of the consumer.

The real barrier (to building a brand) is the human mind.

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.

Good things happen when you narrow your focus.

It is better to have 50% of one market, instead of 10% of five markets.

The real bosses, in the capitalist system of market economy, are the consumers.

A BOUNTY on the exportation of corn tends to lower its price to the foreign consumer, but it has no permanent effect on its price in the home market.

It was a real education, going right from the consumer end to the record factory.

There is the desire of a consumer society to have no learning curves.

American consumers might benefit if lenders provided greater mortgage product alternatives to the traditional fixed-rate mortgage.

A brand should strive to own a word in the mind of the consumer.

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

When a company is able to establish a dominant market position, consumers lose meaningful choices.