It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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

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

War and marketing have many similarities.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.