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

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.

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

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

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 well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

War and marketing have many similarities.

Branding is simply a more efficient way to sell things.