Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets..

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute t….

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

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pret….

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior..

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. You need to allow enou….

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better..

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. Af….

The Internet is the ultimate in brand-centered buying..

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

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position..

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product ….

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

Good things happen when you narrow your focus..

Marketing is not selling. Marketing is building a brand in the mind of the prospect..

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower..

When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got wel….

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect..

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

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

If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotio….