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 pretty much alike.
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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.
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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. After a slow buildup, people become convinced that they have known about the brand forever.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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 that nobody else already owns in your category.
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 on the market quite like your product.
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.
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.
Advertising is the way great brands get to be great brands.
The best way to make news is to announce a new category, not a new product.
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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 can drill a hole in a diamond or wipe out cancer.
The most powerful concept in marketing is owning a word in the prospects mind.
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 matter in between your ears.
Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
The next generation product almost never comes from the previous generation.
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Branding is simply a more efficient way to sell things.
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 computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
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