It's better to be first in the mind than to be first in the marketplace.
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.
Good things happen when you narrow your focus.
Advertising is the way great brands get to be great brands.
Positioning is not what you do to a product. Positioning is what you do to 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.