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

War and marketing have many similarities..

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the compute….

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray m….

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

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

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect..

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

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. But with a laser, you ….

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

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….

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….

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

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

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

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

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

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

Good things happen when you narrow your 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….

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 ….