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….

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..

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

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….

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

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 attribu….

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

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

War and marketing have many similarities..

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….

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills..

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name..

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

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

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 ….

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

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

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

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