The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Advertising is the way great brands get to be great brands.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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.